Challenge

Ford's brochure 'blueprint' outlines the standard content format and structure that needs to be used consistently across all cars in the range. Each brochure opens with the primary brand positioning – Feel the difference – reflecting the range's kinetic design styling and driving dynamics and a high-impact aspirational introduction to each specific car model followed by a section that really dramatises the car's features and benefits before moving into the more functional and rational product information – like accessories and specifications. Within this common framework, as each car line appeals to different audience groups in different ways, the challenge is to either find a common theme that appeals to multiple audiences or to target one audience group in particular.

Insight

We knew that the Mondeo was typically driven by older men and the Fiesta was typically driven by younger women but both cars had moved on a lot in the last few years and needed to be re-positioned in the minds of these audiences. Selecting the right aspirational imagery would be vital in achieving the desired perception so we undertook some consumer research to understand exactly what different imagery references meant to each group.

Solution

Although identical in structure, we designed and produced brochures for the Mondeo and Fiesta that couldn't be more different – the Fiesta brochure was even handbag sized. Both brochures were produced in multiple-language and content variations across 47 European markets.

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Based on the standard blueprint, here's what we did for them both.

For the Mondeo we introduced some evocative 'secret agent' style imagery that hinted at a truly aspirational lifestyle – Mondeo owners were unlikely to own a speedboat after all – and used understated headline copy as a powerful counter-point. This grounded the overall message firmly back in the realms of reality where 'aspiration' was more about achievement than status – really striving for the next level whatever that may be.

The Fiesta had undergone a radical facelift and could now genuinely be considered to be a style icon – something others would look at and admire. This became the theme for the punchy headline copy which was reinforced by fresh and youthful imagery and sleek shots of the car. Each of the cars' features were presented in a fun way that fitted right in with a young woman's lifestyle and to really dial-up the aspirational and emotional component, the car's jewel-like headlights were accompanied by a beautiful diamond necklace.