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Ford
Driving a 22 Million Dollar Crusade for Schools

RAN IN: United States

CLIENT
Ford Motor Company

Tracy Magee, Primary Brand Experiential Marketing

AGENCY
Team Detroit *Lead Agency

Curt Jaksen, EVP, Managing Director
Quan Martin, VP, Planning Director
Wendy Owen, SVP, Planning Director
Jessica Thomey, Associate Planning Director
Megan OHara, Sr. Planner
Courtney Opie, Assistant Planner
Pam Majchrzak, SVP, Analytics Director
Gary Larson, VP, Project Manager, Analytics
Candice Pollock, VP, Sr. Copywriter


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

Audience: Specifically parents with kids in high school

Objectives: Change brand image

Type: Business to Consumer

Classification: Local,Regional

Language: English