Our challenge was to assimilate our target’s internet culture in the hopes of starting a conversation with them about the all-new Ford Focus. We enlisted directors Paul Feig of "Bridesmaids" and "The Office" as well as Rob Cohen of "The Simpsons" to help us create entraining content our target would find engaging. Each video featured the opposite of what you’d expect from Ford, an Orange Spokespuppet named Doug. Partnered with straight man, John, the Ford Marketing Specialist, our comedic duo showcased the Ford Focus and it’s features in entertaining ways. We then released the videos to Youtube weekly. However, the bulk of the campaign took place on Doug and John’s Facebook and Twitter pages where our characters would respond to fans comments and questions all day, every day for seven months straight.Our spokespuppet deserves to win the category because it was an excellent example of investment in great content returning word-of-mouth divedends. We were able to teach people a little about a complex new product while keeping them entertained enough to come back for more. We interrupted a negative conversation, and created a positive one.
