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Ford
Drive one

RAN IN: United States

CLIENT
Ford Motor Company

Matt VanDyke - Director, Ford Mktg. Comm.
Thomais Zaremba - Car Mktg. Comm. Manager

AGENCY
Team Detroit Inc. *Lead Agency

Curtis Melville - EVP, Executive Creative Director
Tim Galvin - VP, Acct. Director
Adam Hull - Assoc. Creative Director
Donna Hultquist - SVP, Director of Brand Strategy
Joe Minnella - SVP, Group Planning Director
Michael Nishanian - Assoc. Creative Director
Denise Regoni - VP, Assoc. Media Director
Rick Ross - SVP, Group Acct. Director


SUMMARY

Ford was in dire need of a makeover. The launch of Drive one gave Ford a new voice; real people telling their real stories. Since the campaign began, Ford has seen 3 years of steady market share growth, stopping a 14 year slide. Relevance and trust have grown, as have opinion and transaction prices for each one of its vehicles. These efforts are building real value. Year after year, real people continue to build a convincing case for more and more people to get behind the wheel, and Drive one.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, Events, Consumer Involvement

Audience: Men, Women, Brand Influencers, Young Men (20-35), Young Women (20-35)

Objectives: Other

Type: Business to Consumer

Classification: Local,Regional,National

Language: English