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Ford
Take The C-MAX Hybrid Challenge

RAN IN: United States

CLIENT
Ford Motor Company

Scott Kelly - Ford Mktg. Comm.
Laura Michaels - Ford Comm. Manager
Andrea Zuehlk - Ford Digital Mktg. Manager

AGENCY
Team Detroit *Lead Agency

Sanja Dardagan - Art Director
Leigh Gulbransen - Acct. Supervisor
Brad Hensen - Creative Director
Lauren Lefkofsky - Acct.
Maureen Marnon - Broadcast Producer
Andy Martin - VP, Planning Director
Pam Marzolf - Paid Digital Acct.


SUMMARY

By presenting Fords new C-MAX as a hybrid that hadnt forgotten how to be a car, we successfully introduced a new concept to a category long dominated by a single model, the Toyota Prius. Through a head-to-head, no-holds-barred campaign across multiple channels, we won the hearts and minds of a new generation of hybrid buyers, progressed Fords brand image and its business in key markets, and helped C-MAX become the fastest selling hybrid ever.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV,Consumer Involvement,Events

Audience: Families,Men,New Audience,Women

Objectives: Brand launch

Type: Business-to-Consumer

Classification: Regional,National

Language: English