São Paulo is the city without beaches with more surfers in the world. There are 150,000 lovers who need to hit the road when they want to surf. They have to check the wheather, leave at dawn, pay an expensive toll fee and run back to work. With that in mind, Ford launched EcoSport Surf Tag, automatically paying the toll fee of Ford’s SUV owners in days of good surfing conditions, always before business hour.
The car maker sent special toll tags to Ford EcoSport owners across the city and, using Waves Website technology, sent a detailed forecast of the waves, warning which days the toll fee would be free.