Brand: Ford Everest
Brand owner: Ford Vietnam
Lead agency: Mindshare
Contributing agency: ADMITA
Industries: SUVs, 4x4s
Media channels: Content marketing, Livestreaming, Mobile & apps, Online video, Public relations, Social media, Word of mouth, influencers
Budget: Up to 500k
For the first time, stories of best-in-class men revealed themselves in real time and during an in-car experience. They were followed by hundreds of pieces of short-form content on social and through PR, proving that Ford Everest reached and engaged with its potential owners on the largest scale.
As an ambitious player in the Medium-SUV segment, Ford Everest needed a breakthrough idea to gain back awareness and improve its perception as the favourable option, that had long been held by its main rival, the Toyota Fortuner.