In 2012, Ford launched the all-new EcoSport. It was the first global campaign with the brand’s new concept: Go further. So we decided to make a print ad that could literally take people further.
We started a partnership with a road toll company in Rio de Janeiro, Brazil – Auto Expresso – and placed pre-paid chips inside every ad. The ads allowed for one free pass through the automatic tolls.
Over 70% of ads were used as toll payment, helping the New EcoSport to achieve the leadership in its segment with record sales in december.
1. Take away the adhesives.
2. Stick the ad on the car’s windshield.
3. Pass through an Auto Expresso toll and have a nice trip.”
Agency: JWT, Brazil
CCO: Toby Barlow
Creative Director: Fabio Brandão
Art Director: Fábio Santoro
Copywriter: Pedro Furtado
Planner: Newton Nagumo
Media: Ricardo Medeiros, Camilla Rodrigues, Gabriela Dib e Beatriz Guerzoni
Account: Sergio Silveira, Daniel Baena, Graziela Guido e Camila Marcondes
Rtvc: Luana Aghata e Fernanda Peixoto
Graphic producers: Flávio Schaefer / Flavio Colella
Director: Diogo Cunha
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