Case studies

Ford Commercial Vehicles

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:

  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 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.

Ford Business Heroes

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.

FCV on Absolute Radio

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

RISE IN OWNERSHIP OF FORD COMMERCIAL VEHICLES OF +6% AMONGST MALES 25-54 AND +10% FOR BUSINESS SPENDERS​ (HIGHER THAN PRE-CAMPAIGN LEVELS)

INCREASED CONSIDERATION OF FCV: INCREASED FROM 49% TO 53% FOR MALES AGED 25-54 AND FROM 48% TO 57% FOR BUSINESS SPENDERS

IMPROVED BRAND PERCEPTIONS: FCV WAS SEEN AS MORE INNOVATIVE (+11%) INDUSTRY-LEADING (+9%) AND AS EXPERTS (+6%)

ACTION TAKEN: 47% & 48% OF THE TWO TARGET AUDIENCES TOOK SOME FORM OF ACTION POST CAMPAIGN