Best Practices: JWT / Ford Ka Monsters

Client

Ford Ka. In 1997, Ford Ka launched its new Ka brand, targeting young people by marketing the car’s versatility, compact size and inexpensive price for its market.

In 2008, Ford Ka launched a new, updated model of the car, featuring increased leg room.

The campaign launch and brand positioning for the model was handled by JWT, Ford’s ad agency in Argentina.

“Ka Monsters" Campaign

According to JWT, the campaign focused on the car’s new improved size, but kept the emphasis on young people and the model’s versatility.  Campaign strategy also included rejuvenating the Ford brand, which is perceived as a traditional brand.

Target

The youngest segment of car buyers.

Objectives

To insert the Ford Ka brand into the youth culture.

Strategy and Methodology

According to JWT, its strategy was to reach out to young people but not overwhelm them. The agency then set out to define three areas related to youth culture from which to reach its consumer target and engage it more easily: through music, fashion and digital media.  

The "Monsters Ka" campaign consisted of animated monsters interacting with the cars and the large number of “humans” inside them.  Some of the slogans used were "New Ford Ka, Now with More Space for Humans," and "Having a Ka Can Mean a Lot of New Friends."

Traditional Media Employed

The campaign integrated various platforms.  For television, four 45-second commercials were produced featuring monster animations.  Radio spots and print ads were run in newspapers and magazines, as well as in public spaces.

The budget for traditional media advertising was 1.5 million pesos (approximately $500,000).

Fashion - Non-Conventional or BTL (below the line) Media

Inspired by the characters (monsters) used in the campaign, JWT designed a fashion collection and created a Ka clothing line, in conjunction with the Pony clothing brand.  The line included T-shirts emblazoned with the monsters, as well as shoes, wristbands, caps, etc.

The products were sold through online shops and in five locations.  The campaign also included a photo editorial, which was used to introduce the brand in major fashion magazines in Argentina.


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