Ford: Rock in Rio

Ford, an automotive company, increased its sales, awareness and market share in Brazil by launching a competition that gave anyone who purchased a Ford vehicle the chance to win tickets to the Rock in Rio festival.

Context

A world of promotions

Peruvian workers receive an extra salary each semester (on July and December). In July 2019, several brands prepared promotions, discount bonds, financing, etc. in order to incentivize consumers to use their extra income.

America's cup

In July 2019, this sporting event drew the public's attention and several brands took the opportunity to raffle travel packages and/or souvenirs in order to increase their sales.

More sales

A total of 14,349 sales were made in July 2019 in the automotive industry. 8.22% more than June 2019 (13,259 units) and 14.7% more than July 2018 (12,509 units)*

*Source:...

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