FORD
Ford had a problem on the West Coast. Perceived to be less mile efficient, it was getting it’s a** kicked by the Prius.
Something needed to be done. Instead of going head-to-head on MPG numbers, we changed the conversation. Using the strategy and the line "The only way to pay less for gas, is to pay for gas, less." we moved the conversation away from bullet points to something bigger.
Originally planned for just the West Coast, dealers across the country embraced this sentiment and Ford began broadcasting the films across the country. Helping boost opinions and sales.
Something needed to be done. Instead of going head-to-head on MPG numbers, we changed the conversation. Using the strategy and the line "The only way to pay less for gas, is to pay for gas, less." we moved the conversation away from bullet points to something bigger.
Originally planned for just the West Coast, dealers across the country embraced this sentiment and Ford began broadcasting the films across the country. Helping boost opinions and sales.
Based on the success of “Less for Gas”, we were asked to help Ford develop work to unify all their vehichles lines under one campaign. The result was “And Not Or”. One of Ford’s highest testing campaigns ever.