How Do You Advertise A Product When No One Can Get It…Yet

How Do You Advertise A Product When No One Can Get It…Yet


You’re faced with a predicament: Your client wants you to advertise a product that has never been available in South Africa and hasn’t hit our shores, yet. This situation happened to digital communications and content marketing agency, Retroviral.

Related: 7 Ways to Make Advertising a Sure Thing

The Challenge

The option exists for the agency and client to incur additional costs to shoot on location overseas. Alternatively, you may opt to leave the product out of the shoot, entirely.

This sounds like an advertising oxymoron, but below is the piece of branded content that was produced as a result of the latest model of the Ford Mustang not yet being available on the African continent when a locally relevant promotion was conceptualised.

The Result

The Ford Mustang Lottery

For the first time in South Africa, the coveted Ford Mustang will be available for purchase at the start of 2016. Johannesburg was the perfect setting for Ford South Africa to unveil the commercial at its Go Further Africa event at the Sandton Convention Centre a few days ago, to an audience of dealers and pan African partners.

Related: The Secret Ingredients to a Successful Branding Strategy

There is an additional link at the end of the clip that allows potential customers to enter what Ford South Africa refers to as the ‘Mustang Lottery’ – an opportunity to jump to the front of the ‘purchase queue’.

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