Mission Machen
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Social Media
Details
Ford Pro is the market leader for commercial vehicles in Europe, yet few people know what the brand stands for. In addition to models like the Transit, Ford Pro offers a comprehensive ecosystem with smart services and digital solutions. The series "Mission Machen" features YouTuber DAVE, who joins craftsmen as an intern, actively assisting them. "Mission Machen" celebrates craftsmanship, with Ford Pro acting as an enabler and a reliable partner in the background for the professionals. The campaign boosted brand awareness by 67 %, consideration by 60 %, and new registrations in Germany reached a record high of 78,455 vehicles in 2024.
The Jury‘s Statement
Ford Pro, a leader in the commercial vehicle sector, has delivered an exemplary social media project with "Mission Machen" ("Mission Accomplished"). The authentic content series combines practical insights into craftsmanship with the subtle integration of Ford Pro services. The use of renowned YouTuber Dave as a daily intern creates entertaining and relevant content that directly engages the target audience. Outstanding is the successful blend of strategic clarity and emotional appeal, positioning Ford Pro as a reliable partner in everyday work life.
