Ford Ka is launching a nationwide integrated campaign through OgilvyAction that uses hair salon Toni & Guy to reach its target audience of young women.
The four-pronged initiative, called Discover a Style You’ll Love, kicks off in mid October for a month through activity in shopping centres (London, Birmingham, Manchester and Newcastle) and all Toni & Guy salons amplified via a social media programme and supporting PR activity targeting women’s media.
Building on the proposition ‘Look deeper, you’ll discover more’, the push encourages shoppers and Toni & Guy customers to enter a competition – uploading a stylish photograph or video of themselves - to win a Ka for two months and the opportunity to take part in style adventures created for them by a team of influential bloggers.
The initiative resides online at Ford's Ka facebook site at www.facebook.com/fordka and there will also be a facility for consumers to enter online at each shopping centre location. Shopping centre activity concentrates on a convoy of ‘Style Kas’ that drive round local areas to encourage people into the Discover a Style You’ll Love experience at their nearby participating centre.
Their dazzling designs will stop passers-by and traffic in their tracks, allowing ambassadors with hip hairstyles and branded apparel to dispense flyers with further campaign information.
The flyers also flag up the free hair consultation on offer with expert Toni & Guy stylists at the Discover a Style You’ll Love experience and incentivise consumers to visit salons to have their image realised. Every hour, a crowd-pulling ‘Super Style’ performance will take place at the chosen shopping centre, with a resident stylist creating two fashion different looks and the audience asked to vote on their favourite.
For a month, Toni & Guy salons nationwide will display a range of collateral at key moments in the in-salon customer journey echoing campaign messages and encouraging clients to enter the online competition to win a Ford Ka of their own for two months.
The social media element of the campaign builds further interaction with Ford Ka’s target audience. It asks them to submit videos or pictures describing their look along with their social media profile links. Winners of a Ford Ka for two months will be chosen based on their style, on and offline.
They will also receive a special Toni & Guy ‘pass’ (good for unlimited use for two months) and the chance to participate in style adventures. These 12 adventures – one for each month’s ownership of the Ford Ka by six winners - will be designed by a carefully selected group of major social media influencers and tailored to each recipient. Adventures will be captured on video and seeded.
Harry Bailey, senior account manager at OgilvyAction comment, “This stylish and playful national campaign will bring out the best in Ford Ka, reinforcing its stylish nature. It’s a great chance for consumers to check it out for themselves both on and offline, get involved, be rewarded for doing so and ultimately have a great experience thanks to Ford Ka.”
Howard Kee, events manager, Ford of Britain, said: “This campaign takes the Ford Ka straight to its target audience of young women who may not normally visit or feel comfortable in the traditional dealership environment. We believe this will bring a funky and positive touch to the Ford Ka’s already mischievous image. Moreover, the integration of experiential with a powerful social media initiative amplifies the reach of our campaign like never before. ”
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