Digital/Social/Broadcast

The most crowded (and fastest growing) car category in the US is Compact SUVs. So the last thing anyone needed was another Compact SUV. Our problem? Ford was introducing one for the first time ever. To launch the EcoSport we had to get on to people’s lists and fast. We started before vehicles were even available by asking a simple question: “What’s that thing you’ve always wanted to try for the first time ever? Thousands responded and we got busy making people’s first-evers happen with the First Ever EcoSport.

Briar always wanted to stay out all night with Mom,

Liz wanted to show the world her universe,

Vicky wanted to surf a thermal,

and Natsuko wanted a hug.

The case study. SPOILER ALERT: It was a success, attracting millions of views, making billions of impressions, and rolling over every sales objective in its path. We asked Ellen DeGeneres if she would help us introduce the First-Ever EcoSport to her audience and she said, “No, I’m busy that day but thanks for asking. Can I send our beloved receptionist-slash-producer Jeannie criss-crossing across the country to make first-evers come true wherever she finds them instead?" We were cool with that. There’s a great surprise backstory here that you’ll discover just by watching the series on EllenTube. Millions of people already have.