CASE STUDIES |
FORD RV WRAPSFord Motor Company (Ford) and J. Walter Thompson (JWT) wanted to promote Ford’s RV drivetrain with RV consumers and manufacturers. To achieve this, Ford and JWT designed an advertising campaign targeting the attendees of two RV Industry Association (RVIA) National Trade Shows in Louisville, KY and Tampa, FL. By educating RV consumers of the benefits of owning an RV equipped with Ford’s drivetrain, the campaign was designed to get consumers to ask, “Is your RV built Ford tough?”, therefore applying consumer pressure on the RV manufacturers to buy Ford drivetrains. For campaign execution, JWT partnered with MMT to rent, wrap, and drive 8 RV’s to and from the RVIA National Trade Shows. While some RV’s were parked at the entrance of the RVIA shows, others were generating interest while driving in and around the shows. The Tampa RVIA Trade Show was held at the Florida State Fairgrounds. As a perfect finale to 2 successful events, MMT parked an RV on an anchored 2-piece modular barge covered with imaged vinyl on a pond on the Florida State Fairgrounds for 2 months. |
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