Campaign details
Brand: Ford EverestLead Agency: Mindshare VietnamRegion: APAC
Strategy
Objective
The car itself was a major innovation, Henry Ford was one of the pioneers. Innovation is in Ford's DNA. However, every year the industry as a whole competes to see who can bring the latest and greatest innovations to the market in terms of features, functionality, performance… it's become hygiene.
The purchase journey has also evolved massively. From dealers on the forecourt selling the dream, to consumers taking control via online channels. The Covid pandemic only served to further accelerate this trend.
In Vietnam,...