Ford of Canada

Ford wanted to create rich, multi-platform and content-driven marketing for the new Fiesta. It also wanted consumers to feel positively different about the brand, and take action as a result of the experience.

The tech-savvy target lives in a world where innovation is measured in minutes, not years, and where 24/7 access to information and entertainment is the norm. They are regularly multi-tasking with multiple devices (including TV).

CBC’s Being Erica was chosen because it resonates with the Fiesta target demos. The show could also deliver seamless integration with unique multi-platform enhancements.

A storyline was developed where two key characters, Julianne and Erica, become co-owners of a Ford Fiesta. It provided opportunities to demonstrate the vehicle’s key features over several episodes. The partnership was extended to a larger broadcast audience and online via talent vignettes and an interactive five-part webisode series.

The activation was supported by digital and broadcast media sponsorship including brandsell, billboards, animated lower-thirds and logo inclusion on CBC promos.

Ipsos Reid research showed that consumers feel positively different about the brand as a result of the integration, with 77% of the test group saying the integration was seamless, or noticeable but appropriate. Also, 58% were impressed by the features of the Ford Fiesta, 30% trust Ford more after seeing it associated with Being Erica and 29% said the episode changed the way they see Ford.

The webisode resulted in 7,143 average views per week. And in terms of getting consumers to do something as a result of the experience, 39% said they would like to find out more about the Fiesta, 40% would be proud to own one, 28% would tell their friends and family about it, 30% would visit the website and 30% said they would visit a dealership.