Agency: GTB Brazil


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.


Our strategy was built around a clear message: Our customers comes first and we care about them. In order to deliver this proposition, it was necessary to deeply understand the main needs of Brazilian truck drivers, so we could draw an effective solution that could really solve a big issue of their lives. Therefore, we conducted both quantitative and qualitative researches as a means to learn the difficulties experienced by this group.