Ford liebt das Abenteuer
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2C
Credits
Company / Customer
Designer
bsp media GmbH, ALL IN – Artist Management GmbH, Anti Boring Content Club GmbH
Details
Ford was mainstream in Germany - that era has come to an end. The new positioning is "Adventurous Spirit," focusing on icons such as Bronco and Mustang. From exchangeable to bold. The challenge has never been lack of awareness. However, fewer people will be purchasing Fords without the Fiesta and Mondeo. The focus is on sharpening the brand. This is being achieved through two YouTube formats and a new content system. Ford is now #1 on TikTok and YouTube, with all brand metrics skyrocketing.
The Jury‘s Statement
Ford was a mass manufacturer in Germany - that's over now. The new positioning is called "Adventurous Spirit" and puts icons such as the Mustang and Bronco models centre stage - on YouTube, TikTok and with a new content system. The strong shift in attributes and an active and dynamic approach to the target group are a bold attempt to position the Ford brand more sharply. The clear positioning as a brand for adventure fans is well justified by the refocusing and its implementation was approached holistically - bold, energetic, powerful.
