EcoSport Surf Tag
Ford
Issue 56 | September 2020
Agency
GTB Brazil
Creative Team
Executive Creative Director: Vico Benevides Creative Director: Rodrigo Strozenberg, Denis Peralta Art Director: Leandro Bechara, Thiago Nascimento Copywriter: André Savastano, Cauique Johnson
Production Team
Producer: Marina Fridman, Yasmim Mattos Social Media: Daniela Lima, Eliza Bianchezi CRM: Fernanda Fofonca BI: Carlos Serbino CRM Account: Lygia Carvalho, Caio Garletti Project Manager: Patrícia Silvestre, Priscilla Ibrahim, Vanessa Jucá
Other Credits
Media: Carolina Candil, Marcelo Marujo, Rafael Amorim Planner: Mariana Coelho Account: Rafael Francheschini, Victor Caldeira
Date
February 2020
Background
São Paulo is the city without beaches with more surfers in the world. There are 150,000 lovers who need to hit the road when they want to surf. They have to check the wheather, leave at dawn, pay an expensive toll fee and run back to work.
Idea
With that in mind, Ford launched EcoSport Surf Tag, automatically paying the toll fee of Ford’s SUV owners in days of good surfing conditions, always before business hour.
The car maker sent special toll tags to Ford EcoSport owners across the city and, using Waves Website technology, sent a detailed forecast of the waves, warning which days the toll fee would be free.
Results
There have been 7 million people reached on social media, $9.3 million in earned media and 45% growth in searches for “Ecosport”.