New Ford EcoSport:
Our Next Step in Small SUVs
Together We Go Further
The New Ford EcoSport is Ford’s offering in the small SUV segment. For this launch, the vehicle was redesigned specifically for the European market. The style and design were updated to integrate EcoSport with Ford’s bigger SUVs: Kuga and Edge.
For many, buying an EcoSport represents their first step up to an SUV after many years of driving hatchbacks. And the decision is often triggered by reaching a significant new stage in their lives.
Given that the new EcoSport also represents a significant step up for the nameplate itself, we decided to base this particular British Progress story around the concept of next steps.
Whatever the next steps Britons might be taking in life, the versatility of the New EcoSport enables them to be taken with confidence.
Life's a journey full of next steps. Whether they're big ones, like getting a mortgage, or small ones, like going on a first date. Taking steps is how we all progress in life.
Whatever your next step, the highly versatile New Ford EcoSport is perfectly equipped to give you the confidence to take it in style.
BUILT FOR YOUR NEXT STEP
An extensive campaign was delivered across multiple channels. The TV campaign told the human stories of people around Britain embarking on new journeys. And doing so in their New Ford EcoSport.
People's feet were used as a metaphor for taking the next step, whatever it may be: moving home, starting a new business, or a new addition to the family.
Edited to deliver a sense of pace and energy, the film quickly progresses through the different people's stories. The film was narrated by Keeley Hawes, shot by Josh & Xander from RadicalMedia, and featured Elvis Costello's Pump it up.
The OOH continued the theme of British progress by showing the New EcoSport in front of modern, progressive buildings. Shot by Mark Bramley, these beautiful images were captured in Glasgow (SEC Armadillo) and Belfast (Titanic Building), and ran across OOH and DOOH formats.
In Social, we amplified the idea by bringing to life 'Next Steps' in a series of product stories, created with a host of influencers and content creators.