2009 PRO Awards: Drive One 4 UR School

Posted on by Chief Marketer Staff

Agency: JWT – Team Detroit
Client: Ford Motor Company

The success of Ford’s Drive One 4 UR School program can be summed up in its 205% ROI. At a time when the auto industry, as well as public schools, are facing heavy financial challenges, Ford created a win-win campaign that not only generated a triple-digit return, it also raised $800,000 for U.S. high schools.

Participating Ford dealers partnered with local area high schools to foster test drives of Ford vehicles. For each test drive completed on event day, Ford donated $20 to the designated high school booster club, up to a maximum of $6,000. In addition, the school that generated the highest sales (over the next 120 days) received an additional $15,000. Dealers received program kits 4-6 weeks in advance of their event that included posters, banners, floor graphics, car flags, vehicle and window clings, staff T-shirts, stencils and spray chalk, directional signs, balloons, a tent and numerous giveaways. Extra banners and posters were provided to give to the schools. In addition, JWT set up a headquarters for the program with a toll-free number and email address, and created a planning guide to help dealers conduct a successful event.

Dealers welcomed the promotion with enthusiasm and held 280 events at high schools across 44 states. Local residents countrywide were equally enthused as nearly 37,000 conducted almost 39,000 test drives, with 66% being people who were not currently Ford owners. Participants also were entered into a contest to win prizes such as a Magellan GPS or Microsoft Zune.

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM
×