Ford of Canada “Groundswell”

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): March 2009 to June 2009
Start of Advertising/Communication Effort: March 2, 2009 (pre launch Dec 23, 2008)
Base Period for Comparison: January 2008 to February 2009

a) Synopsis of the Case

The Ford Brand is in the midst of a turnaround.

The scope and scale of this turnaround will occupy analysts for some time. And so it should. For few brands have led the invention of an entire category, dominated the marketplace, suffered declines when competitors refined that invention, and then reinvented themselves and recovered past leadership. It is the classic story writ large, helped in Canada by the “Groundswell Campaign.”

b) Summary of Business Results