CASE STUDY: Ford revives the lucky draw to drive interest in Malaysia

Background

Ford Malaysia needed to encourage test drives in order to boost year-end sales in the country.

Aim

JWT set out to reinvent the lucky draw, an overused sales incentive, by putting an innovative spin on a popular game show to encourage test drives as the first consumer touch-point. 

Execution

JWT placed a 'wheel of fortune' on hub caps of test models at 52 dealership across the country. Consumers that booked a Fiesta on the spot stood the chance to win one of 12 prizes represented by icons stuck to the wheel, turning every test drive into a game of chance. Prizes included iPads, concert tickets and car spa vouchers.  

The campaign ran from 1 July 2011 to 1 February 2012.

Results

The test drive rate increased by 63 per cent, resulting in 491 bookings in just four weeks following the campaign launch.

Subsequently, Ford Malaysia, and its distributor Sime Darby Auto Connexion, plan to run it again in the third quarter of this year. Ford is also taking the concept to other markets.

Credits:

Creative director Edwin Leong, Yong May Ling
Copywriter EuJin Foong, Wong Jing Wei
Art director Bala Chow, Ng Yao Ding
Producer Reuben Kang
Account director Jonathan Lim, Adrian Cheah
Account executive Yee Lin Tze
Planner Farris Baharom