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25.11.2005
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Propaganda Ogilvy realizes ad campaign of Ford Maverick brand
For the first time the generation of Ford Maverick was presented in 2003. In spring of 2005 the model restyling was realized.
The lead research of consumers has shown, that a target audience is people in the age of 25-45 years. They spend a lot of time working, however their life is a balance between their work and their family, therefore they especially appreciate those moments when they manage to have a rest and spend time with their friends and family. Ford Maverick gives them a feeling of freedom, both in a city, and out of it: when going to a summer residence, picnic, fishing.
The ad campaign of Ford Maverick is aimed at support of the updated model launch, and also at maintenance and strengthening of the brand.
The main creative idea of the campaign - Ford Maverick will help to free from workaday routine.
Within the limits of the campaign an ad model for press was created (completely local development of the agency) and an ad was adapted (30 and 20", air on federal TV channels, November).
Creative teamwork:
Creative director: Loz Simpson
Art-director: Denis Krupchatnikov
Copyrighter: Anna Shchetinkina
Senior account-manager: Elena Golubeva
Account-executive: Aleksandr Chizhikov
Photograph: Eduard Basilija
Producer: Dmitry Nikonorov
Strategic planning manager: Irina Alekseeva
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