The Challenge
Building on their successful ‘Backbone of Britain’ campaign as the brand that keeps businesses and therefore Britain running, Ford wanted to capture the mood of the nation and cement a more meaningful bond with their target audience.
As well as a positive communication piece they also had the direct task of increasing leads that they could convert into sales.
OBJECTIVES:
- Maximise brand awareness
- Flexibility for multiple messages
- Always on approach
- Maximise moments of impact
- Authority on the market and ownership of two effective audiences
The Insight
The van is a versatile bit of kit. Research found that 40% of small business owners and sole traders use their commercial vehicle for activities outside of their business.
Plus, small business owners and sole traders are heavily influenced by spec and trim level options as they better suit both their business demands and personal lives.
The idea
Use Bauer’s trusted voices to reinforce Ford’s personal connection to the nation whilst reflecting the changing times we’re living through and reinstate Ford into the communities they serve.
CELEBRATE AND GIVE BACK TO THE BUSINESS OWNERS WHO ARE KEEPING THE COUNTRY RUNNING
Together, Ford and Bauer created a campaign that met the audience needs on a business and personal level. With a clear and real understanding of the challenges that their audience faced and insight into what they needed and valued the idea to support local independent businesses during the pandemic was born giving business heroes a much needed platform and voice.
Execution
A truly national and local campaign was launched across both Absolute Radio and Hits Radio Network, with Ford Commercial Vehicles (FCV) sponsoring Absolute Radio’s No Repeat Guarantee show and Hits Radio Network’s Throwback Mix.
Frequent messaging was delivered around FCV’s capability to deliver great reliable vehicles that stand out, keeping the brand top of mind.
In addition, ‘Business Heroes’ and ‘Local Business Heroes’ segments were created on Absolute Radio and Hits Radio respectively. These offered SMEs the opportunity to win national radio credits every week.
Taking this one step further on Absolute Radio, ‘Bush and Richie’s Business of the
Week’; was launched during Hometime, bringing the small business winners on air to
discuss the challenges of running a small business – particularly in this climate. They were also all presented with £4,000 thanks to Ford, demonstrating the brand’s direct support.
Results
+6%
RISE IN OWNERSHIP OF FORD COMMERCIAL VEHICLES AMONGST MALES 25-54
49% TO 53%
INCREASED CONSIDERATION OF FCV
+11%
IMPROVED BRAND PERCEPTIONS: FCV WAS SEEN AS MORE INNOVATIVE
47% & 48%
OF THE TWO TARGET AUDIENCES TOOK SOME FORM OF ACTION POST CAMPAIGN