Challenge:
In 2016, local automotive manufacturing in Australia was about to stop. Ford, Holden (GM) and Toyota announced that they would shut down plants, cut jobs and discontinue local popular models such as the Ford Falcon Sedan and Ford Territory SUV. With negative sentiment and brand favourability declining, Ford Australia needed to effectively communicate their commitment to Australia and upcoming new global models to fill the gaps left within the market.
Solutions:
Ford completed an SP Consulting Snapshot to connect with consumers and unlock key insights into what people were looking for when purchasing an SUV, vehicle safety, design, and future technology. Then, Ford created bespoke editorial content for a large-scale news network.
Results:
A brand lift study (BLS) was run to measure the performance of this campaign, with Ford achieving the following results:
- 149% uplift in brand favourability - 20x higher than the average auto benchmark.
- The article titled “5 Lifesaving Driver Skills” achieved the best results, with a 233% increase over the control benchmark.