Ford Revealed as the Brand Behind #guesswho Campaign
As if we didn't actually know ....
Stimulating speculation and conversation amongst Australians, the #guesswho campaign was a bold and different approach from Ford to reveal the next generation of vehicles and the Ford of the future
More than 90,000 people entered a guess for the chance to win one of three all-new Ford vehicles
14,000 Australians guessed another automotive brand was behind the campaign such as Audi and Maserati, showing the new face of Ford will surprise
The #guesswho campaign revealed the new Mondeo, Everest and Mustang - three all-new vehicles to join the Ford line-up, which is stronger than ever before.
MELBOURNE, 14 Oct, 2014 – Ford confirms it is the brand behind the #guesswho campaign, which has been in the market as an unbranded initiative for more than two weeks, since launching on Grand Final Day.
The #guesswho campaign teaser showed unbranded highlights of three all-new Ford vehicles which will form part of its strong, new vehicle line-up in three key segments beginning in 2015, including the Mustang, Mondeo and Everest. Australians were invited to guess which automotive brand was behind the campaign, and enter the draw to win one of the line-up.
With the goal of taking a different approach to challenge convention and spark discussion, the #guesswho initiative will now continue with branded content to introduce fans to the next generation of vehicles as Ford focuses on refreshing its entire line-up by 2017.
“We are proud and excited about the vehicles we’re bringing to Australia to give our customers an exceptional driving experience,” said Bob Graziano. “Customers are going to get superior technology that will challenge the segment with the Mondeo; a marriage of off-road ability and everyday driveability with Everest; and, of course, the pure enjoyment and passion of driving which will be brought to a new level with Mustang.”
The goal of this campaign was to spark discussion about Ford in a new way, and now we look forward to introducing people to the new faces of the Ford family,” Graziano said.
“A number of submissions chose a manufacturer other than Ford which was not unexpected; our all-new products are world-class and give Australians a hint at the future direction of Ford.”
Ford Mustang
The all-new Mustang is the most advanced version yet of the iconic pony car. The sleek new design of the Mustang fastback and convertible is backed up by world-class performance from a new 227 kW EcoBoost 2.3-litre and a 313 kW 5.0-liter V8.
The award-winning EcoBoost delivers efficiency with real power to the already exciting Mustang. The all-new Mustang will have a manufacturers list prices of between $50,000 and $70,000˄ when it launches in Australia in the second half of 2015.
Ford Mondeo
The stylish all-new Mondeo will soon arrive in Australia with a sleek design and a new standard of premium interior craftsmanship and safety. This includes an Australian-first for Ford customers with the arrival of rear inflatable seatbelts, which are designed to reduce head, neck and chest injuries for rear-seat passengers. The highly anticipated all-new Mondeo heralds the latest in-car technology with Emergency Assistance, SYNC™2, a number of sensor-led safety features and rear inflatable seatbelts. The introduction of SYNC™ 2 changes your infotainment world; controlling your phone, music and even climate control with your voice, it’s that easy.
Ford Everest
The Ford Everest introduces a new chapter in Ford’s ever-extending range of impressive SUVs. Not only will the Ford Everest boast highly impressive 4x4 and off-road capabilities but it will come with all the clever technology and interior comforts you can expect from Ford.
#guesswho took risks to surprise fans
The #guesswho campaign was borne out of a desire to showcase the future of the Ford brand in a new and exciting way, one fitting for the calibre of vehicles set to arrive for customers next year. The unbranded approach was implemented to disrupt viewers and get them thinking differently about the industry.
As part of the campaign, Australians were given the chance to guess which brand was behind the campaign by entering the competition via Twitter or via an unbranded microsite. More than 90,000 guesses were submitted, with the vast majority being entered via the microsite.
The competition, a game of chance which has now concluded, will reward the three entrants with one of the all-new Ford vehicles showcased on the campaign. The winners will be drawn shortly and will be officially announced on 29 October 2014. Source: Ford Media
Ford Revealed as the Brand Behind #guesswho Campaign
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