Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

Ford
Driving an 18 Million Dollar Crusade for Schools

RAN IN: United States

CLIENT
Ford Motor Company

Keith Koeppen - Manager, US Mktg. Comm.

AGENCY
Team Detroit *Lead Agency

Curt Jaksen - EVP, Managing Director
Kerry Doyle - SVP, Group Planning Director
Gary Larson - VP, Project Manager, Analytics
Quan Martin - VP, Planning Director
Megan O'Hara - Sr. Planner
Wendy Owen - SVP, Planning Director
Candice Pollock - VP, Sr. Copywriter
Luke Roberts - Asst. Planner
Kristyn Sobier - Assoc. Planning Director


SUMMARY

Perceptions of Ford vehicles among an important audience were negative and very difficult to change. To encourage these people to consider a Ford, we needed them to experience one. We found a meaningful way to do just that. Ford Dealers partnered with local High School booster clubs and for every test drive taken, Ford donated needed money for various school programs. This Drive 4 UR School test-drive program resulted in Fords most effective test-drive program ever and millions of dollars donated to help High School students across the United States.

CASE VIDEO


Hero Medium: Events

Medium Featured On Video: Donations,Retail Experience,Interactive

Audience: Parents,Teens (13-20)

Objectives: Improve opinion of the brand through product experience

Type: Business-to-Consumer

Classification: Local,Regional

Language: English