Challenge

To change customer perceptions of Ford as a brand that was prepared to discount on price to a brand that represents real added value, our sister agency, Ogilvy, developed a new brand positioning called The Ford Standard. Our challenge was to take this idea into Ford showrooms.

Insight

In meeting the task of realigning customers' opinions, we recognised that to be effective in the showroom environment, brand messages had to offer a concise reminder from the broader mass media messages.

Solution

As part of an integrated cross-media campaign, we developed a range of point-of-sale information and promotional material to help change consumer perceptions within the dealership environment. The centrepiece was an eye-catching 1.2m tall '&' sign to enliven the retail space and capture the imagination.

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We developed a series of posters both for the primary Ford brand and for each of the individual car lines that communicated the extras that now come as standard with a Ford.

This created a halo effect both from the primary brand down to the car lines, and from the car lines back to the primary brand.

We also created point-of-sale materials ranging from tent stands for the dealers' desks, through to leaflets and flyers.

The Ford Standard