Campaign details
Brand: FordLead Agency: Mindshare CanadaRegion: NA
Strategy
Objective
Canada's sport utility vehicle (SUV) market is highly competitive, expanding and growing quickly. To grab more market share and new sales opportunities, Ford Canada had the insight to target a younger, budget-conscious audience with the launch of the EcoSport mini SUV.
Sales and research insights communicated that younger drivers are not purchasing sedans or trucks, therefore the Ford EcoSport was the answer to bringing in a new driver to the fold by speaking to the consumer in a new way.
We needed to ignite an...