Facing extreme competition and price undercutting, Ford needed to reassert its position in the market.

What made Ford different was its definition of a ‘standard model’, which included the added extras that other manufacturers left out.

So our promise to drivers was simple: with Ford you get more – as standard. We turned this into a benchmark for quality and value: The Ford Standard. Not only would this show what Ford really stood for, it would be the criterion by which other manufacturers would be judged.

To simplify the concept and make it owned by Ford, we used a number of bold, graphic ampersands to illustrate you always got more features as standard. And wherever we put The Ford Standard, it had to have a benefit.

Although this was primarily a brand campaign, we achieved the best performing online media for Ford in terms of cost per acquisition, the highest number of visits to Ford.co.uk since May 2009, one of their highest ever email open rates and significantly improved DM responses.