Malaysian Media Awards Winners Showcase





2011 | |

FORD Fiesta Beat-Boxed Into the Airwaves

Advertiser: Sime Darby Auto Connexion Sdn Bhd
Brand: Ford Fiesta
Creative Agency: Ion Furjanic & Shawn Lee
Credits: Ion Furjanic/Shawn Lee Zufar Zahran/Karen Tan (Senior Executive), Teoh Gek Ling (Manager)

Challenge
Ford’s imagery in Malaysia has been that of a functional brand, shaped mostly by its SUV’s and Trucks. To successfully launch the new Ford Fiesta passenger car – targeted at younger consumers – our challenge was to rejuvenate the brand and make Ford cool, relevant and desirable to GenY.

Solutions
With a name like Fiesta, music was identified early on as a key communication platform. To appeal to GenY, it could not be just any music – it had to be innovative music. We commissioned local artist and world’s #9 beat-boxer Shawn Lee, and paired him with New York music producer Ion Furjanic, to create a unique song for Ford Fiesta using only the sounds of the car and Shawn’s beat-boxing talent. No instruments allowed.

Execution
Radio stations were flooded with the song to create the “Fiesta” hype nationwide and our unique proposition of a song that was made “using only a car and a beatbox” left a memorable footprint on the airwaves! Listeners were further engaged with the “making of” webisodes showing the entire creation journey of the song between Shawn and Ion. Audio and video versions of the song were also available for Fiesta fans to download.

Result
Ford Fiesta went from zero to 60% of total Ford sales! Enquiries, showroom traffic and test drives tripled compared to pre-launch average. Several Ford regions (Central America, South America, Middle East, Asia-Pacific) have requested rights to use the song.