2009 PRO Awards: Warriors in Pink...Powered by Ford

Agency: JWT Team Detroit
Client: Ford Motor Company

Ford has been a National Series Sponsor of the Susan G. Komen Foundation’s Race for the Cure for 15 years. However, as a subject that has received much publicity, Ford felt that many women were becoming immune to the message. The auto maker created the Warriors in Pink branded campaign to capture both women’s attention and their emotion, to motivate them to join the cause and to help them rally the warrior inside them when they need it most. To start, they created a specially designed Warriors in Pink Mustang package and donated $500 from the sale of every package to the SGKF.

At race events, Ford placed branded tents, flags, banners, vehicles and a 60-foot trailer which was used to sell Warriors in Pink apparel. Ford bandanas were distributed at every race. Some races featured a
Warriors in Pink Mustang as the pace car. Ford partnered with Lifetime and NBC, integrating the Warriors in Pink campaign into Lifetime’s Army Wives and NBC’s Kath & Kim shows. Print ads showed the Mustang as well as the two shows’ cast members wearing limited edition Warriors in Pink apparel. Exclusive Army Wives and Kath & Kim apparel was also sold for the cause. Sweepstakes from Lifetime, NBC and Reader’s Digest generated increased exposure. Messaging and apparel also appeared on Fox and ABC programs.

Essence.com helped Ford reach the African American audience with a dedicated microsite, while publicity was used to reach the Latino community. The message of early detection and fundraising was integrated into each program element. In-home viewing parties of Kath & Kim (sponsored by House Party) featured the Warriors in Pink campaign generated. Hosts received a party pack with Warriors in Pink and Kath & Kim branded merchandise to pass out to guests.

Over 1.4 billion total media impressions were generated in 2008. Race research showed that 52% of attendees indicated a more favorable opinion of the Ford brand, while 31% of attendees showed an increased likelihood to purchase Ford vehicles. Over $1.8 million in apparel and accessories were sold, with 100% of the net proceeds going directly to the Susan G. Komen Foundation’s Race for the Cure.