A unique partnership between Ford Mustang and Today FM’s Dermot & Dave Show to launch the Mustang right-hand drive launch in Ireland.
Ogilvy and Mindshare approached Today FM as they were looking for a media partner to create awareness around the launch of the new Ford Mustang in Ireland. Underpinning this was also a need to drive sales of the car as targets were in place. The final objective was to begin to change peoples’ perceptions of Ford and create a campaign that would allow genuine interaction with and interest from the public. To create even more fun and talkability around the launch, Ogilvy decided to enlist Chad McQueen. Chad is the only son of iconic Mustang driver Steve McQueen and is also a racing driver, actor, producer and director in his own right. The partnership needed to be original and a bit bold and also work for all involved to ensure maximum exposure.
Cars sell on the visual. How could Today FM translate all the car had to offer on-air? How could we ensure listeners at home were engaged and involved in any activities taking place? Finally, Chad was an integral part of the activity but we needed to ensure his presence on and involvement with the station was natural and not over-commercialised. Failing to do this could result in disillusioned loyal Today FM listeners.
The Ford Mustang target consumer is defined by a sense of adventure, an interest in innovative technology and a desire in world class levels of performance and style. To determine the best show to answer the brief, we explored a variety of elements. We analysed the behavior and attitudes of particular shows’ listeners as well as the interests of the presenters and the content of their shows. This analysis narrowed down our options and it became clear that a partnership of epic proportions lay in the making between Dermot & Dave and Chad McQueen. The show’s listeners have an optimistic disposition and a strong sense of fun and humour. They can be judgmental about the car others drive, indicating that style and a visually impressive car would impact them. Nearly half enjoy driving as a past-time and they’re more likely than average to agree a car must express its driver’s personality.
Dermot and Dave listeners are almost twice as likely as average to agree their car is like a second home, rather than a means of getting from A to B. When choosing a new car, we found out they are 70% more likely than average to rate style/design as important.
So we knew there was a good fit with the listeners but what about the presenters? Dermot & Dave are motor heads with an interest in all things car-related and had the enthusiasm, interest and reach Ford needed to achieve its objectives. With buy-in from Ogilvy, Today FM’s production team and the Show, it was full steam ahead.
To ensure maximum results for all involved, it was decided Dermot & Dave would go on tour around Ireland and the Ford Mustang Run was born. The show, along with Chad McQueen, would take to the towns and cities of Ireland for three live outside broadcasts across one week.
It was imperative for both Ford and Today FM that the outside broadcasts were in prime city centre locations to allow high football and visibility. The urban hubs of Galway, Limerick and Cork were selected. To create excitement and a general sense of occasion it was agreed Dermot & Dave would broadcast the first hour of their show initially without Chad McQueen. He would then arrive in the bright yellow Mustang for all to see. Throughout the broadcast the show encouraged listeners to come along and check out this amazing car for themselves. When a show takes part in an outside broadcast they always need to be mindful of the listener who can’t be there, so they created a competition that was available to both listeners at home and listeners who were there on the day.
Every day during the broadcast Chad McQueen would give out a key Mustang word and listeners at home needed to text this in to be in with a chance to win Mustang memorabilia. Event attendees were also encouraged to take a selfie using #MustangRun, which trended during the week. All entries were put into a draw to win a 10 day, expenses-paid trip across the west coast of California in a convertible Ford Mustang.
To overcome the visual issue that was addressed earlier on in the campaign Dermot, Dave and Chad (along with a GoPro) decided to create 4 videos to showcase the amazing features that Mustang had to offer. Each video had a loose theme relating to the Mustang.
These videos were hosted on a dedicated Ford Mustang Run landing page on Todayfm.com on a daily basis. This page featured full details of the promotion as well as being wrapped fully with Ford Mustang display ads. This page acted as a destination for people to catch up on all of the videos and details of the promotion each day. Traffic was brought to this page through HPTO’s and run of site display that ran at a high frequency across our station app and website over the week of the promotion.
We wanted to make sure our highly engaged social audience were involved with the strong visuals of this campaign too so our social team embedded the full videos each day on Facebook. Over on twitter they live tweeted all of the activity at every OB.
The partnership activity included
Today FM Results
The #MustangRun campaign showed the impact that true collaboration can have. Today FM, working with the client and it’s agency partners – Ogilvy, Mindshare, and Cullen Communications – produced a campaign that delivered on all fronts. The OB locations were excellent and drew high footfall, while both the on-air and social support of the event were brilliantly executed and ensured the campaign resonated with the audience and had high engagement. Dermot and Dave were excellent, showing a real passion for the Ford Mustang that was highly evident throughout the campaign, and building up a great bond with Chad McQueen. It was a campaign that the team in Today FM, the client, and agency partners can take huge pride from.Kate O’Leary, Business Director Mindshare & Niamh O’Kennedy, Director Ogilvy