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Ford
In April 2004, Ford Motor Company, one of the world's leading automotive manufacturers, was introducing the first hybrid SUV at The New York International Auto Show. The Ford Escape Hybrid is the first vehicle to combine SUV capabilities with the outstanding fuel economy and low environmental impact of a full hybrid. The SUV would not be in the marketplace for another six months. Ford hired Ruder Finn to develop a New York centric event that would separate the Escape Hybrid from the Auto Show pack, and build significant buzz around the cleanest, most fuel-efficient SUV on the planet.
OBJECTIVES
- Reaffirm Ford Motor Company's corporate positioning of building environmentally responsible, technologically-advanced, superior products by highlighting the Ford Escape Hybrid's unique ability to serve the urban market.
- Highlight the "no compromise" vehicle's unique points of differentiation, including extraordinary fuel economy, increased city driving range and reduced emissions.
- Visually demonstrate the vehicle's urban driving strengths on some of the country's most heavily trafficked roads.
- Give celebrities and Manhattan-based media the chance to participate in the event.
PROGRAM
- Both celebrities and media were invited to drive the Escape Hybrid SUV through Manhattan city streets until it ran out of gas.
- Bill Ford announced the miles covered live at The New York International Auto Show and live on The Early Show.
- Video footage documented celebrities and media driving the Escape Hybrid SUV.
- Results of challenge are released to national and local media.
RESULTS
- The Escape Hybrid SUV traveled 576 miles of road in 37 non-stop hours on one 15-gallon tank of gas.
- Ruder Finn booked more than 40 interviews and drives with top tier media including Newsweek, The New York Times, Associated Press, National Geographic and NPR, among other national and local media outlets.
- The agency secured influentials to drive the vehicle, from actor Kevin Bacon, to two of the Ford Modeling Agency's fresh new faces, to NASCAR driver Kurt Busch, to MTV's "Rich Girls" star Jaime Gleicher.
- Ruder Finn's media outreach garnered more than 269 million impressions to date, with placements including the above mentioned as well as Reuters, Extra, MSN, Getty Images, UPI and WCBS Radio.
- Pre-orders for the Escape Hybrid SUV exceeded available models. The vehicles now command a lengthy wait list.
- In a speech, Bill Ford attributes the success of the Escape Hybrid launch to the New York event, even though the car had been announced via its Web site and at The Detroit Auto Show many months earlier.
- The success of the New York event led Ford to request Ruder Finn's assistance on the West Coast, unveiling of the Escape Hybrid in California.
