2011 Nammu AwardsBest Addressed Admail, B2C, Automotive
Project Name: MY11 Ford Fiesta Launch DM
Client: Ford of Canada
Agency: Wunderman Toronto
Art Director: Stephan Schmelzer
Production: Kelly Gray
Mail Component Manufacturer: Information Packaging Inc.
Value Added Mailer: Information Packaging Inc.
• A top-three finish in a category where previously Ford did not even have a top-10 car
• In a category dominated by entrenched foreign competitors, this campaign helped push Detroit-based Ford into the top of the category
• In a highly competitive market with razor thin vehicle margins, this DM campaign alone generated over $1 million in incremental sales
Fiesta was chosen as AJAC’s Small Car of the Year for 2010. As far as sales are concerned, year-to-date North American sales put the Fiesta in the top 3 in the category. That’s quite a feat, given that historically Ford has not been a serious contender in the class.