Ford EcoSport. Typisch Ford. Untypische Typen gesucht.
The Ford EcoSport Challenge: A Cutting-Edge Digital Adventure with VIVA.
The Ford EcoSport Challenge was a spectacular cross-media campaign co-created by Global 313 x VIVA and Ford to position the Ford EcoSport within a young, urban audience.
At the heart of the concept was an exciting reality-style competition where five teams competed in an interactive online challenge. Each week, participants faced a new task – with the Ford EcoSport as their essential companion. The challenges took them through dynamic urban locations, testing their creativity, teamwork, and adventurous spirit. Viewers could engage with the competition through social media and a dedicated microsite, voting to decide which team advanced to the next round.
The campaign was heavily digital-driven, leveraging programmatic digital display advertising to precisely target the right audience. In addition to the interactive platform that allowed users to influence the competition, innovative ad formats ensured maximum reach. Community engagement played a key role, with social media interactions and real-time voting making the audience an integral part of the experience.
Through this approach, the Ford EcoSport Challenge seamlessly combined entertainment, interaction, and brand experience into a cutting-edge digital marketing campaign. Ford positioned the EcoSport as a stylish, urban lifestyle SUV, embodying flexibility and a spirit of adventure – perfect for a young, digitally savvy audience.