The fastest growing segment in the US auto market is Compact SUVs. The last thing people needed was yet another to choose from. The problem? Ford was introducing one for the first time ever and had to get on to people’s lists and into their hearts fast. So we started before vehicles were even available by asking a blind question:“What’s that thing you’ve always wanted to try for the first time? And then we partnered with Ellen Degeneres, guess what? Thousands of people responded. And instead of making traditional advertising we created a web series with Ellen and made people’s first-evers happen with the First-Ever EcoSport.