Ford Independent State of Nandi HERO IMAGE

Our Work

The Independent State Of Nandi

How an online soapie series helped us launch a new car model

Client

  • Ford

Office

  • Johannesburg

Challenge

As one of Ford Motor Company South Africa’s most iconic nameplates the Fiesta had been a long-time contributor to overall brand favourability. Sales volumes of Fiesta vehicles has always contributed substantially to the business – so the all-new Ford Fiesta launch was critical. The Fiesta competes in the country’s most popular and extremely competitive B-segment. These cars are economic and affordable, while still offering everything that is needed for family, work and comfortable travel.

Inspiration

The team landed on a strategic concept, Equipped For Your Independence, that would help the brand relate to and attract young female black drivers who value their independence but are also balancing their traditional values with the challenges of succeeding in a modern urban world. The Fiesta was positioned as a car that comes with some status, showing you have already achieved something in life, hence the payoff line “Go your way. Go Further”.

Idea

Key to the campaign was a social media Twitter soapie that allowed audiences to vote on the storyline centred around the hero character, Nandi. Additional assets created by the multiple parties who collaborated on the campaign included TV, radio, print, Out of Home and digital.

Growth

Fiesta sales helped Ford rank as one of the Top 5 Best Selling Car Brands in SA in the year the new model launched.

Ford Independent State of Nandi

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Awards

2019 Loeries

Social Media/Bronze/2019 Loeries/Online Film 30sec+


Bronze