The Challenge

Facing extreme competition and price undercutting (VW and 'Unbelievable Value'), Ford needed to reassert their position in the market. So what made them different? Their definition of a 'standard model', which included the added extras other manufacturers left out.

The Solution

We created a benchmark for quality and value - The Ford Standard. The belief being that some things should never be optional and always come as standard. Not only would this show what Ford really stood for, it was the benchmark by which other manufacturers would be judged.

The Result

This was primarily a brand campaign, yet we've achieved the best-performing online media for Ford in terms of costs per acquisition, the highest number of visits to Ford.co.uk since May 2009, one of the highest ever email open rates and significantly improved DM response rates.