Sao Paulo holds a record for being the city without any beaches that has the most surfers in the world: there are 150,000 surfers who have to take to the road and head to the coast in order to surf.
That drive can be arduous. It’s not just checking the weather, leaving at dawn, paying expensive tolls and dealing with the biggest traffic jams anywhere in the world.
So Ford decided to solve some Sao Paulo surfer problems when it launched the EcoSport Surf Tag: a vehicle which automatically pays the toll fee when the weather is good for surfing.
The car maker delivered special toll tags to all Ford EcoSport owners in the city and using Waves Website technology also sent detailed forecasts of the waves and warnings about which days the toll fee would be free.
Ford EcoSport | Surf Tag from EcoSport Surf Tag on Vimeo.
The campaign was created with agency GTB (Sao Paulo) where the team included Executive Creative Director Vico Benevides, Creative Director Rodrigo Strozenberg, Creative Director Denis Peralta, Art Director Leandro Bechara, Art Director Thiago Nascimento, Copywriters André Savastano and Cauique Johnson.
The producers were Marina Fridman and Yasmim Mattos, with social handled by Daniela Lima and Eliza Bianchezi, media by Carolina Candil, Marcelo Marujo and Rafael Amorim, CRM by Fernanda Fofonca, BI by Carlos Serbino, the planner was Mariana Coelho, with accounts handled by Rafael Francheschini and Victor Caldeira, the CRM account by Lygia Carvalho and Caio Garletti and project managers Patrícia Silvestre, Priscilla Ibrahim and Vanessa Jucá.
Links:
Ford Brazil
https://www.instagram.com/fordbrasil/
https://www.facebook.com/FordBrasil
https://open.spotify.com/user/ford_brasil
https://www.youtube.com/user/fordbrasil
GTB (Sao Paulo)
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