Agency: GTB Brazil
Objectives
Despite its 50 years of history in Brazil and its strong performance in market share (3rd position), Ford presented lower preference rate and pricing power when compared to its main competitors. One of the main causes of this scenario, was Ford's product-centric posture towards its customers.
Within this context, our main objective then, was to reconnect the Ford Trucks brand with its audience in an emotional way, focused on enhancing Brand Favorability and demonstrating it cared with them.
Strategy
Our strategy was built around a clear message: Our customers comes first and we care about...