Make It Personal
Ford Mustang
When the 2018 Mustang was released as the most personalized Mustang ever, there was still one pretty noticeable item missing from that list of options — the iconic Mustang pony emblem itself.
Not only one of the most iconic brand marks in pop culture, but ultimately the one unifying symbol connecting the range of people and personalities that share a strong passion for the car.
After creating a digital experience that let the world “Personalize the Pony” for the first time ever, we then used ponies created by artists and fans to fuel every piece of our integrated campaign.
Case Study
TV
Social
Instagram Stories
Pony Personalizer Interactive Site
Users digitally created completely unique ponies using design combinations inspired by Ford Mustang heritage colors, Shelby, Roush, Bullitt and RTR. Then, share their designs on social and even buy custom merch.
Oculus World Trade Center Takeover
OOH
We hand-picked local fan-created ponies to be featured in different cities around the country.
Painted Murals
Hand-painted designs by local artists.
Packaging
Brand
Ford
Agency
VMLYR
Role
Senior Art Director
Creative
CCO: Tito Melega
ECD: Matt Soldan
Creative Director: John Stoll
Senior Copywriter: Stephan Lacombe
Art Director: MyLou Vang
Producer: Maureen Marnon
Production
The Mill
AKQA
Overall Murals
Results
• 86k ponies have been designed on the Personalizer.
• 1 of out every 4 visitors went on to shop merchandise.
• Social response rate of 720,323 social engagements.
• Traffic to Build & Price increased by 51% at launch and has continued to perform above average.
• 2019 Bronze OBIE Awards OOH Advertising
• 2019 Webby finalist in Advertising, Media & PR: Best Social Community Building and Engagement
• 2019 D Show Best Integrated Campaign Winner
