The fashion-themed partnership, created by OgilvyAction and Ogilvy Advertising, will launch Ford's first retail partnership. It is aimed at both brands' target audience of 'fun-loving, 25-year-old single women', showcasing the new Ka in UK shopping centres and Joy stores.
‘Go Find It' is to take place in two stages. It will begin with a roadshow inorporating stages dressed with Joy merchandise and the Ka, visiting locations in Bristol, London, Leeds and Edinburgh.
The second part of the campaign, 'Ford Fridays', will take place in Joy stores throughout September, with customers invited to hunt out silver miniature Kas in return for Joy vouchers. The Ford Fridays start on 4 September.
Four Grand Prix-style, red-and-white Ford Kas will also be driven through city centres to promote the ‘Go Find It' website.
The campaign follows a similar tour for Ford Fiesta called ‘This Is Now'.
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