Over two million elderly people in Spain live alone. And living alone can quickly lead to a life of boredom and sameness So Ford Spain decided to help out. The dealerships are closed on Sundays. So they took this time to volunteer take some of them for a drive in their test cars. In addition to the benefits of fresh air and company, they also went on short excursions. Looks quite fun and you know the word of mouth will spread. Even better, and where i commend Ford Spain is for encouraging other people (i.e. the other demographics) to volunteer. So Spain's senior citizens are less lonely, people feel good all around, and get to try out a new car on top of it.
I don't know if this concept exists in Spain but here in the States if you are dealing with traffic thanks to a slow poke (not always but often a senior citizen themselves), you call them Sunday drivers. Considering #BestDrive happens on a Sunday, this is a fun way to turn the phrase Sunday Driver into a positive thing. GTB should send a note to Ogilvy North America about it.
I also like the fact that, unlike say the Helpful Honda dealer campaign in here which uses a grapeshot approach to their cause marketing, this is addressing one specific problem. Put another way-- whilst at a farmer's market here in L.A., the Helpful Honda people handed me some hand sanitizer. What that has to do with their cars is beyond me. At least Ford Spain kept it to one issue, and kept the cars front and center. Smart.
AGENCY GTB (Global Team Blue) - OGILVY
CLEINT: FORD ESPAÑA
CLIENST: ESTHER GIRONELLA / ROBERTO BERMEJO
GENERAL CREATIVE DIRECTOR: PAULO AREAS
DIRECTOR CREATIVO EJECUTIVO: PEDRO URBEZ
CREATIVE DIRECTOR : GONZALO URBEZ Y RAÚL BARBOLLA
ART DIRECTOR: PABLO DAMIAN
ACCOUNT MANAGER: PAULA VIZCAINO
PRODUCTION MANAGER: ONIL GANGULY
EDITION: MIGUEL HERRERA
PRODUCTION COMPANY: LAQUADRA
PRODUCER: NACHO SÁNCHEZ
MUSIC: LA NEVERA
POSTPRODUCTION: LA QUADRA