Brand owner: Ford
Lead agency: GTB
Industries: Compact, small family cars
Media channels: Cinema, Email marketing, Magazines - consumer, Online display, Online video, Outdoor, out-of-home, Programmatic display, Radio, Search marketing, Social media, Television
Budget: 10 - 20 million
The customer journey in automotive shopping is a bit like a game of Snakes & Ladders: the challenge is to facilitate and entice customers further on the journey, but also not to risk losing them along the way. The launch of KA+, Ford's value car had to be very strategically planned because buyers of value cars are rational smart shoppers who carefully weigh what they are getting for their money.
We therefore designed an online dynamic creative campaign with a plethora of messages, offering shoppers lots of enticing information about how KA+ offered "more for less" compared to our competitors. Together with a programmatic targeting and continuous optimisation against a key shopping metric, we managed to minimise losing customers down the line.