2020 Winner

CASE SUMMARY

Ford wanted to expand its reach and have multicultural audiences experience its vehicles in person (some for the very first time). So it brought “Carpool Karaoke Presented by Ford” to places like multicultural festivals and invited attendees to sing songs – either ethnic or mainstream – in the brand’s Edge SUV. The events generated tens of thousands of participants, with people waiting in line to take part. Meanwhile, the Ford EcoSport, Ford Mustang and other models were also promoted with special monthly offers in ethnic media.

Credits

Partner, Co-Founder - Howard Lichtman
Account Director - Tania Bahl