Mischief
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
2024-2025
The
legend
is back.
Bringing back the 1969 classic Ford Capri was going to be a controversial challenge, so we set to create a world that embodied the sense of the original. One of attitude, mischief and imperfection.
Elevating
Electric
Offerings.
A combination of in-depth artistic approach, Fords newest design system, DSe, and photographers/editors who could bring the treatment to life, we set a new benchmark for how to capture content that can launch a classic.
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.
Reserve through to Launch.
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.
eCRM
The Capri launch was supported by a sequence of eCRM messages that unpacked key focus areas of the vehicle, ranging from electric capability, features, connectivity and exterior design. Limited access to designer Q&A and early access to feature reveals were available to those who registered interest.
eCRM
The Capri launch was supported by a sequence of eCRM messages that unpacked key focus areas of the vehicle, ranging from electric capability, features, connectivity and exterior design. Limited access to designer Q&A and early access to feature reveals were available to those who registered interest.
Capturing Content
Partnering with automotive photographer, Frederick Schlosser (Check him out,) we produced a set of channel and market agnostic assets that embodied mischief. Finding the balance of historical reference and modernity, we pushed Ford, a traditional and safe automotive company, into a very new and uncomfortable space, to elevate their brand and help reframe how they show up.
Served
up on
social.
Filmic, Stills & Carousels
Micro proof point stories recycled content across variable sizes and channels to drive awareness and site visits.
Enabling
Vehicle
Designers
The vehicle designers had a story to tell, and so we enabled Q&A access to early customers and gave the car designers a Public Affairs platform to tell the story of the car and how they approached its redesign.
Across Europe.
The market toolkit, centrally produced website, social, CRM, OOH, Public Affairs and supporting content was made available for all of Ford’s active EU markets. They were localised in 18 languages, across 42 markets.
The market toolkit, centrally produced website, social, CRM, OOH, Public Affairs and supporting content was made available for all of Ford’s active EU markets. They were localised in 18 languages, across 42 markets.
