Ford: how 'feel the difference' was felt on Ford's bottom line
Principal author: Stephen Wallace, Blue HiveContributing authors: Louise Blake, Blue Hive
This is the story of how Ford created a powerful, emotionally-compelling campaign that increased its status and profitability across borders, and more than paid for itself (ROMI 4.2:1) despite the deepest recession for decades.
The context: An industry where profitability relies on trading people up, and encouraging them to spend more.
Imagine running a business which is massively capital and labour intensive, and where you typically need 75% plant utilization to break even.1
If...