Doug

FORD / SOCIAL

The Ford Focus was notoriously uncool, especially with a younger audience. So when a brand new Focus launched, we knew that audience didn't give a sh*t about what we had to say about it. We weren't even on their radar. So we developed the most unconventional of conversation starter we could imagine, an orange puppet named Doug. We then had Ford "hire" him as a spokesperson for their new Ford Focus campaign and then we set him loose on social media, interacting with real people online and on the street. Doug had real-time conversations online daily for over two months straight and shared over 50 pieces of video content with fans.

 

Doug wouldn't have been possible without the great team at Ford and the comedic genius of Paul F. Tompkins and John Ross Bowie along with directors Paul Feig (Bridesmaids, The Office, Freaks and Geeks) and Rob Cohen (The Simpsons, Parks and Rec.) 

RESULTS

With no broadcast support, we gained over 43,000 devoted Facebook fans, got over 3 million video views and 4,000 Youtube subscribers. Most importantly, we saw a significant favorable lift in opinion and a sales increase of the Ford Focus.

CREDITS

SENIOR ART DIRECTOR Stephanie Kohnen

GCD Stu O'Neil

CD Sue Driscoll

ACD James Robinson

SENIOR COPYWRITER Adam Burkett

ACCOUNT Colin Padden

PRODUCTION COMPANY RSA

DIRECTOR Paul Feig & Rob Cohen

EDITOR Teddy Gersten

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©2017 Stephanie Kohnen