Ford | Targeting a global audience
Challenge
Launched at the 2011 Consumer Electronics Show's keynote speech, the All New Focus was Ford's first truly global car and this provided an opportunity to standardise brochure production across more than 60 markets. Whilst handling regional variations in terms of language and specifications was nothing new, targeting communications to radically different audiences in different global regions was a different matter altogether. The challenge was to design a single brochure that appealed to both a 25 year old woman in America and 52 year old man in Italy – without diluting the message to either.
Insight
An exploration into the demographics, psychographics, motivations, aspirations and preferences of each audience group revealed a common theme: these people were progressive, dynamic individuals that appreciated innovation and technology.
Solution
We designed a brochure around this common thread. Metropolitan backgrounds were blurred to make them neutral and indistinct to the global audience. Technological innovations were brought into the story early in the brochure. We used our Nu.world application to allow the 58 markets a level of personalisation.
