The launch of the 2019 Ford Edge ST is Ford’s first entrance into the performance SUV category, a place were other brands are well solidified in. We figured out the smartest way for us to announce ourselves wasn’t by saying we were better then those brands but just telling the truth. The 2019 Ford Edge ST is the First SUV from the Ford Performance Team.
What made this project fun was the way we leveraged data to create a test-and-learn targeted launch plan. Which, in the end, translated to a 4-day production that birthed over 140 bespoke assets ranging from carousels, stories, gifs, etc. all with their own very specific purpose. The launch existed on TV, Social, Digital Display and OOH.
This campaign is considered by both Ford Motor Company and the Agency to be the most successful SUV campaign to date.
Creative Team: Stephan Lacombe, Jimmy Morrissey, MyLou Vang, Maureen Marnon
(Sampling below)
Have a look at the case study.
We targeted people on facebook, Instagram and Youtube based on their difference in interests and levels of consideration.
Paid interest-based-media was created as a mix to target people as they hung out online.