Campaign details
Brand: KA+Brand owner: FordLead agency: GTBCountry: EuropeIndustries: Compact, small family carsMedia channels: Cinema, Email marketing, Magazines - consumer, Online display, Online video, Outdoor, out-of-home, Programmatic display, Radio, Search marketing, Social media, TelevisionBudget: 10 - 20 million
Executive Summary
The customer journey in automotive shopping is a bit like a game of Snakes & Ladders: the challenge is to facilitate and entice customers further on the journey, but also not to risk losing them along the way. The launch of KA+, Ford's value car had to be very...