The 'Go Further' Ad Literally Lets You Go Further by Paying Your Toll

By: Alexander Lam - Published: Jul 4, 2013 • References: & ibelieveinadv
A campaign for the Ford EcoSport entitled 'Go Further' helped people in Rio de Janeiro, Brazil travel more through a magazine ad. Ad agency JWT partnered with toll company Auto Expresso to let drivers get through a toll road for free.

Pre-paid chips were embedded in a magazine ad so that users could go on a toll road without paying. A small adhesive could be removed from the magazine and placed on the front of your car so that the driver could pass an Auto Expresso Toll for free.

JWT developed the ad in order to show how the EcoSport helps you get ahead. Along with the free pass, the ad agency included the text "This ad is just like the new Ecosport: Made to help you go further." Stats for Toll-Paying Campaigns Trending: Older & Chilly
Research: 791 clicks in 150 w
Interest: 0.7 minutes
Concept: Go Further
Related: 52 examples / 40 photos
Segment: Neutral, 18-55
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