How does Ford target a younger millennial consumer? By introducing a car that’s never been sold in the US: and enlisting DJ Khaled to reveal the new Ford Ecosport on Snapchat during a live event featuring musical performances, art installations, and programming.
Anastasia oversaw artist partnerships for this activation, commissioning two local LA artists, Onch Movement and The Most Famous Artist, to turn blank Tiny Homes into the ultimate live/work space. Both artists created completely unique experiences, inviting guests to touch, feel, hear and take pictures inside each house, generating some of the highest viewed social posts from the event.
"It's different than anything you've ever seen from Ford before, and it starts with who our customer is," said Cristina Aquino, marketing manager at Ford. "Their focus isn't about having stuff—they wanted a car that enables them to have experiences.”