Ford Europe, Ford Ka
Wunderman's challenge was to promote the new Ford Ka to two distinct groups: the notoriously hard-to-reach twenty-somethings, and a more mature (but young-atheart) audience. The 'Find It' challenge engaged with both. Designed around a DM fold-out poster, tiny Kas were hidden throughout a quirkily illustrated cityscape. The hunt continued online, where users could also share other discoveries - like new music, design or events. In a first for the automotive industry, QR code stickers were also placed in selected venues to great effect.
As a result of the campaign, and in the midst of an automotive recession, the Ford Ka has a waiting list of over 35,000.