Ford Motor Company: Institut Of Drivers Therapies

This case study describes how Ford, the car manufacturer, launched the new Ford Focus in the Czech Republic by selling the car emotionally, using knowledge of the Czech, self-deprecating sense of humour.

Institut Of Drivers Therapies

Campaign details

Brand: Ford Motor CompanyAgency: Wunderman PragueCountry: Czech Republic

Background

The new standard version of Ford Focus arrived to the Czech market equipped with new technologies that boost security as well as comfort while driving. Our task was to draw the attention to the new Focus in an attractive way, rather than by listing the technological facts, like the competing companies do.

National Context of the Campaign

We built the campaign around a specific Czech sense of humor. Czechs like to make fun of themselves and their tiny failures. They...

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