Client
Ford Motor
Company
Roles
Leadership
Creative Direction
Product Design Lead
Comms Strategy
Content Direction
Industry
Automotive
Region
Europe
Date
2018-2022
Client
Ford Motor Company
Roles
Leadership
Creative Direction
Product Design Lead
Comms Strategy
Content Direction
Industry
Automotive
Region
Europe
Date
2018-2022
Client
Ford Motor Company
Roles
Leadership
Creative Direction
Product Design Lead
Comms Strategy
Content Direction
Industry
Automotive
Region
Europe
Date
2018-2022
Real-Time Customer Utility
With vehicle health, servicing, security and journey analysis at its core, the application runs as part of a connected ecosystem, created to align to the master brand systems, connected seamlessly with vehicles and updated in line with new vehicle technologies. FordPass was rolled out in 18 languages, across 40 markets.
Personalised to each individual, the system would understand the data points available to the vehicle’s in-built modem, and tailor its features to offer customer the best connected experience for them.
Aware.
Always.
The application has the ability to use vehicle technology to upgrade the security system. Complex alerts leveraged data points to create a cloud platform that could inform users of active vehicle interactions. Users could remotely sound alarms, view onboard cameras, and even use ‘Stolen Vehicle Services’ to automatically notify local law enforcement, allowing police instant access to onboard cameras, vehicle tracking and vehicle shutdown capabilities.
Unlock your vehicles smart side.
Alongside complex security systems, we integrated services to help customers better manage their vehicles. Online Service Booking would help fulfill OS notifications about service requirements and vehicle health. ‘Fuel Reports’ used driving data and local fuel prices to aggregate efficiency and cost analysis, while ‘Digital Coach’ tracked driving and journeys to offer suggestions on improved vehicle drivability, efficiency and safety.
Creating a communications platform.
Educating customers to understand the benefits FordPass was an important step in having customers enable their onboard modems and unlock their vehicles full potential. A Creative Positioning guide, created a benchmarked strategy, tone of voice and execution platform to roll out communications across all channels.
Created Local. Delivered Global.
Not only was the application localised, but all communications needed to be adapted across all markets to encourage engagement. Created locally, rolled out across continents. Always at pace, always on brand.
40
18
Markets
Languages
Created Local. Delivered Global.
Not only was the application localised, but all communications needed to be adapted across all markets to encourage engagement. Created locally, rolled out across continents. Always at pace, always on brand.
40
18
Markets
Languages
Served
up on
Social.
Sweating Assets.
Using film assets produced to create product films, cut downs of feature-led utility were created to push across owned social channels and target towards existing and new owners.