Transforming a Brand

2013 began a journey of remarkable change. A transformation. Today, Ford is achieving year-on-year growth with sales and brand health steadily rising.

Challenge:
With Ford’s Australian manufacturing closing its doors in 2013, approval for Ford was at an all-time low. They were designing world-class cars, but Australians assumed Ford was on the decline.
Idea:
We enlisted Australians, who have been hurt by assumptions. But like Ford, never let assumptions define them. They defied them. This began a new chapter for Ford. Revitalised, energised, it’s not just another car company.
Wins:
Ford witnessed growth year on year in all brand metrics, with the biggest volume gain of all brands in Australia in 2016 – an additional 6720 units.
2015, 2017: Bronze Effie, Return on Investment
2015: Bronze Effie, Other Consumer Goods
2017: Effie Long Term Effectiveness for Last Three Years
Art Director: Chris Hince
Copywriter: Andy Segal
ECD: Richard Muntz
2013–2017
Category: ALL PROJECTS, CASESTUDY
Client: FORD AUSTRALIA