Client
Ford Motor
Company
Roles
Leadership
Creative Direction
Product Lead
Client Engagement
Content Direction
Strategy
Industry
Automotive
Region
Europe
Date
2012-2024
Client
Ford Motor Company
Roles
Leadership
Creative Direction
Product Lead
Client Engagement
Content Direction
Strategy
Industry
Automotive
Region
Europe
Date
2012-2024
Client
Ford Motor Company
Roles
Leadership
Creative Direction
Product Lead
Client Engagement
Content Direction
Strategy
Industry
Automotive
Region
Europe
Date
2022-2024
Moments
become
futures.
Ford wanted to reveal their new, European only, All-Electric vehicle in a way that would reposition the brand as a premium automotive retailer. A winning pitch response used cleaner IA, UX, and a new interface design that elevated the brand. It integrated content more intentionally, driving a pipeline of production around it and aligned in a more dedicated way to other channels, including above the line, activation, CRM and Public Affairs.
A first for Ford.
Rich video content created specifically for component interactions was paired with reduced, confident and intention typography that embodied the brands new swagger. With heightened interaction design, customers are asked to engage with rich media throughout the experience as they move through the initial ‘excite’ phase of the Explorer reveal.
Introducing Payment Systems.
Embracing Fords desire to move towards a D2C brand, with more online checkout and sales capability, we worked closely with Ford to help them embrace new payment technology to help speed up reservation flows and improve conversion rates.Â
Information Architecture
A real-time dashboard was created to track media spend, traffic, CRM sign-ups, and reservation statistics. Data was accessed against an agreed timeframe and adjustments were made to maintain the upward trend.
45k
43k
Reservations
Handraisers
Reserve through to Launch.
The Brief
Revealed in March 2023, there would be a 12month wait for customers wanting to purchase the vehicle. A considered content program was implemented to slowly introduce additional information that would keep customers warm, building towards a launch moment that would extend the nameplate page into a richer experience that would best drive customer acquisition and drive towards a configure and purchase funnel.
Supported by eCRM
Customers who expressed an interest in the vehicle received content revealed before the public, continuing the conversation across channels and keeping prospects warm. Those who reserved would receive restricted access to films and information regarding the vehicle, coupled with direct dealership CRM.
Served
up on
social.
Filmic, Stills & Carousels
Micro proof point stories recycled content across variable sizes and channels to drive awareness and site visits.
And using
Intelligent
Online
Advertising.
Assets were rolled out across Online Advertising using intelligent content systems. Micro-stories supporting both brand campaigns and product reveals were created within the system, with click-through rates A/B tested, refining output against the highest-performing assets.
Messaging hierarchy allowed for assets to take multiple directions, carrying differing levels of advertising narrative, product features, and nameplate labels, all within a carefully designed format that didn’t sacrifice aesthetics as it automated.
