Seoul to Soul
How do you become relevant to someone who doesn’t even know you exist?
We invited 10 influential bloggers to Ford headquarters in Dearborn, Michigan
for a sneak peek behind the curtain. It was the only way to show them how one company
is willing to go further. And because this was filmed at the height of the authenticity craze,
nothing was rehearsed, re-shot or re-edited. Not one false note in the campaign.
Frankly, I love its honesty.
Straight from the heart.
The heart and soul of the campaign was a special blogger microsite created by us
for them to share their discoveries about Ford. By design, it was completely devoid
of corporate marketing. We wanted their voice heard, not ours.
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Their stories. Told through our eyes.
:15 TV (the traditional South Korea media unit) and :30 webisodes helped us document their story on our Ford South Korea website and social media pages.
Traditional media with a twist.
Because South Korea has such strong mobile penetration, we used then-popular QR codes to help tell our individual blogger stories in print, OLA and OOH.
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Subway placements
