Ford is a brand with a long history that needed to remain relevant in today’s culture, and to a new audience. Most everyone is familiar with its ubiquitous logo, to the point where they’ve stopped noticing it. In order to elicit an emotional response from our audience, we took that logo and decoupled the Ford script from the blue oval, then juxtaposed the script with more contemporary, vibrant imagery. In doing so, we presented the brand and the vehicles in an exciting, unexpected and eye-catching way. Every execution was expressive of our idea that Ford cars are more than simply sheet metal and features – they are designed to evoke emotion.

Ford is a brand with a long history that needed to remain relevant in today’s culture, and to a new audience. Most everyone is familiar with its ubiquitous logo, to the point where they’ve stopped noticing it. In order to elicit an emotional response from our audience, we took that logo and decoupled the Ford Script from the blue oval, then juxtaposed the Script with more contemporary, vibrant imagery. We partnered with a range of designers and illustrators to create art that would serve as unexpected, eye-catching backdrops for the Ford Script. Then we backed this new brand look with a strong media plan. Media placement included 6 TVCs (1,200 GRPs, 1,800 uses), 68 unique back cover magazine ads running in 50 publications, newspapers, 400+ high-impact outdoor boards in 8 markets, digital pre-roll, rich online media units, in-feed social media, and static display units across multiple platforms and devices.

Collectively, favorable opinion of Ford cars increased 19 percentage points over the previous quarter. (Source: BEAT brand health tracking study, Q4 vs. Q3 2015.) Nearly half (44%) of car intenders were more likely to consider a Ford car after being exposed to the campaign. (Source: Nielsen Automotive Data.) Ford cars maintained their share of market, while the overall car category’s share of industry fell 4 percentage points quarter over quarter. (Source: Polk IHS, Ford car retail share vs. total industry retail car share Q3 vs. Q4 2015.) “By Design” digital content influenced 134,000 incremental consumers to seek out additional Ford car information online. Additionally, the key audience groups (women and multi-cultural) were influenced at a greater rate than the overall audience, verifying the content resonated among those for whom it was intended.