Ford Driving Moments
Ford often focusses on vehicle launches in its communications. But the brand is an important part of many people’s day-to-day lives. So we wanted to capture and present some of those charming, funny, or awkward in-car moments that we can all recognize and relate to. The aim: to illustrate the human side of Ford and give people a warm-and-fuzzy feeling towards it.
We produced a series of content films featuring slice-of-life ‘driving moments’, designed to live on social media. We selected the best, most insightful moments to highlight. But we also used key dates on the calendar as additional inspiration and to help promote the films tactically. For example, Christmas for ‘designated driver’, the start of the school summer holidays for ‘sibling rivalry’…
From inexperienced young drivers out with their parents, to rowdy passengers haranguing the sober designated ‘chauffeur’: we pointed a simple, dashboard-mounted camera at people inside a Ford and recorded them doing what came naturally.
On ‘sibling rivalry’ alone we saw a 68% engagement rate, whilst ‘Father’s Day’ has clocked up over 10.2M views. Given that the numbers prove the success of the films, it’s perhaps no wonder we’ll be producing more.