Ford Commercial Vehicles

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:

1. Maximise brand awareness
2. Flexibility for multiple messages
3. Always on approach
4. Maximise moments of impact
5. Authority on the market and ownership of two effective audiences

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.

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.