ford helps drivers break away from the ordinary
TRANSCRIPT
To view more work visit: www.robertogudino.com
Constantine Gonzalez-Kakouris, Roberto Gudino,
Aaron Martin, Eden Papineau, Linda Ramirez
ChallengeHow do we get young audiences on the East and West coast to
connect with Ford even when they are not looking to buy a car?
Research
Auto shoppers are doing more research than ever
Source: Google Insights
TargetZach is a mobile phone junkie who is
always in a hurry. He works full time
and dreads how fast his student loans
consume his paycheck. He longs for a
more exciting life but constantly finds
himself in the grind of climbing the
corporate ladder to better his career.
He is a die hard Patriots fan and his
only escape is to take mini breaks
throughout the day to follow them.
From // Taking a set route
To // Exploring detours
Shift
Rebels Chase Adventure
People aspire to rebel &
choose their own road.
Insight
Position Ford as the ultimate “freedom machine” that
helps you break away from the monotony of everyday driving.
Idea
Since the Model T’s debut in 1903, The legacy of Ford has been built upon giving Americans
greater mobility, choice, and freedom. Ford helped free rural America from its isolation and
today can help drivers break away from more ordinary roads and explore roads less traveled.
Rationale
Driving Unleashed
iBeacon > Activation
Microsite > Home Page
Microsite > Targeted Questions
Microsite > Destination Recommendations
Facebook > Infeed Ad
Google Maps > Feeling Lucky?
Constantine Gonzalez-Kakouris, Roberto Gudino, Aaron Martin, Eden Papineau, Linda Ramirez
Thank You
To view more work visit: www.robertogudino.com