Mission Machen
Winner
Excellence in Brand Strategy and Creation
Brand Efficiency of the Year
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 commercial vehicles, demonstrates an impressively strategic approach to branding with "Mission Machen" ("Mission Accomplish"). The content series highlights the daily lives of skilled professionals, positioning Ford Pro as a reliable partner that effectively supports productivity. With a clear message and authentic execution, the project successfully engages its target audience. This precise alignment of brand and customer needs establishes new benchmarks for efficient brand communication.
