Western New York Ford Dealers
Second, we didn’t want to forget about the backlash of the previous Ford Focus model playing it safe, so we came up with a public stunt where we sourced a local Buffalo artist, Blair Rusin, to use the new model as a blank canvas. Over a two-day city art festival, Blair painted a mobile masterpiece right in front of the public’s eyes. Bystanders then had a chance to enter to win the car in exchange for their contact information.
It’s not easy to get consumers to switch from their beloved spacious SUVs or speedy sports cars. So, to relay to the general public that the Fiesta is so much more than a compact car, we hit the highway, targeting major commuter routes with a series of billboards. To draw the driver’s eye, we used clean imagery, bright party colors and clever copy. We even invented memorable new words along the way, like “funleaded” and “smilage.”
The results? We showed more people that good things really do come in small packages and drove more customers to local dealerships to see for themselves.
This last stunt for Ford may be our favorite. A majority of the first Ford Edge were produced in the Buffalo Ford stamping plant—home to one of Mower’s offices. To mark the local vehicle debut, we created a stunt that would stun 40,000 spectators.
Now that’s how you drop a new model, spark interest and drive sales.
With bright colors, clever messaging and bold public stunts, Mower was able to surprise and delight consumers for each unique car launch. But we didn’t just bring style and surprise, we created real connection by highlighting the unique capabilities that consumers care about in a car.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.