We partnered with The CW to conceptualize, write, shoot and produce The CW’s largest brand integration campaign. Our goal was to merge the brand essences of the CW and the Ford Focus to create a weeklong co-branded on-air and online campaign. The CW/Ford Focus brand integration was originally conceived during a Think Tank assignment to brainstorm new ways advertisers could be integrated into the CW brand experience. The goal was to find brands whose demographics and values harmonized with the CW to create a mutually beneficial partnership. Ford Focus came to the forefront, as both brands target a young, hip audience.
All elements of the campaign were designed to seamlessly tie in to the network’s brand identity, including the studio’s set and the campaign’s graphic package, which included a 10-second open as a lead-in to each spot.
Eight live-action spots aired throughout the week, featuring the CW’s talent from “Gossip Girl,” “90210,” “The Vampire Diaries,” “America’s Next Top Model,” “Smallville,” “One Tree Hill,” and “Shedding for the Wedding” interacting with a Ford spokesperson about the characters they play and highlighted Ford Focus features.
At the end of each spot, viewers were directed to a co-branded CW/Ford Focus website to answer questions about the takeover for a chance to win a new Ford Focus each night of the week.
Multiple ideas were thrown back and forth for how to most effectively merge the two brands. Once the “Showroom” concept was selected, scripts were written for stars from the CW’s shows to interact with the Ford spokesperson in ways relevant to each actor. Pre-production, production, and post-production were handled by Troika, and all actors were shot in a single day.