When customers enroll in FordPass Rewards, they accumulate points toward perks like discounts on service and new vehicle purchases. A good thing, right? But only if you can get people interested enough to join. To do that in the chaos of the digital/social landscape, we had to make them notice the news. So instead of traditional photography, we went with eye-catching, 3-D art. And thumb-stopping copy.
MUSTANG (DIGITAL VIDEO :15) For the bulk of the communications (and for the sake of being different), we avoided using any Ford vehicle imagery. However, of all the things that “come standard” in life, we thought it would be fun to play around with what comes standard on one of the most familiar icons in the world - the Mustang.
Visual direction: Eye-catching and thumb-stopping could only work with an out-there style that aroused curiosity and demanded a look. As a global campaign, we didn’t want to just be different from the typical Ford ad. We wanted to be different from anything else out there. So we blew up the Ford brand palette – with vibrant colors and an offbeat typeface treatment across all executions.
Instagram: The Gratitude Comes Standard campaign is all about individual expressions that each contribute to telling the whole story. These bite-size pieces are perfect for our media buy, which was predominantly social media. Little quick-hitters beckoning people to enter a crazy, colorful world – and ending with an easy call-to-action to join FordPass Rewards.
FACEBOOK: To accompany the colorful ads we ran on Instagram we also created a mix of rich media and static content.
OUTDOOR: One of the strengths of Gratitude Comes Standard is the sheer variety of subjects and topics we could play with. Along with generic, everyday “standard” occurrences like losing socks in a dryer, we could also easily target specific markets with “standard” items that resonate deeply in local or regional markets. Like the Alabama Crimson Tide’s 17 National Championships.
IN-APP MESSAGE: The Gratitude Comes Standard campaign primarily targets existing Ford owners. The FordPass Mobility App allowed us to communicate directly to them. THE IN-APP MESSAGING GOT A LOT OF CLICK THROUGHS AND SIGN-UPS AS A RESULT.
OTHER ARTWORK: ALTERNATE “AS STANDARD AS” LINES AND IMAGERY.