To prove negative comments wrong, Ford decided to create the Car Keyboard: the first keyboard designed for vehicles to reply in real time to people’s posts on social networks, through their performance.

Ford vehicles became Community Managers for one day, responding directly to people’s inquiries, along with the video of how it was done.

For this campaign, we built a giant keyboard on a racetrack and for a whole day we had Ford’s vehicles respond to comments on our Facebook profile with the help of a professional driver.

This real-time installation worked through GPS sensors installed in each car, detecting its exact position on the keyboard by previous programming. Those coordinates were transmitted via satellite and translated into characters, so that the answers typed by the car’s route were published directly on Facebook, along with a video of how the vehicle responded through its performance. Later on, a compilation of answers were turned into TV spots and video content on social media, which aired nationwide for two months.

With 178% more views than our previous retail campaign, we changed the perception of our vehicles’ performance and people got interested in the brand again, turning the conversation on our social networks into a positive one.

Also, the campaign obtained over a million clicks of new visitors, increasing the Click Through Rate by 300% and Ford's share in the whole market by 0.3% in just a month.