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The Ask:
Ford’s trucks are known for being tough and true to its kind, the largest audience being AA in northern America. The brand’s ask was to spread awareness about the Ford 2023 Truck Portfolio which consisted of F-150, Maverick, and Superduty, by connecting with their target audience and engaging them through an interactive ad to show the features that truly matter.
Search for insights:
I then researched how the brand communicated with its audience through text and visuals. With the help of social media, AI, and online articles, I was able to connect with the consumer’s mindset.
The most prominent insight from the research was that the current and the potential owners of the trucks are down-to-earth and believe in hard work. They are tough, just like the truck.
Banking on these insights, I created the first draft of conceptual ideas driven by this insight. The brand, impressed by the ideas, approved the RFP, and provided more direction through a feedback call and their brand guidelines.
Below are some of the insights, brainstorming notes and communication lines that I jotted down while doing my research.
Virtually experience the ad here.
Solution:
Closing the next round was a hassle-free process. I worked with my design team to align the copies, storytelling, and design visuals with the brief to deliver the finished ad concept. Once the design development was up to the mark and approved by the client, I then collaborated with my tech team to build the entire experience.
The ad journey allowed the users to know more about in an intuitive way, giving them enough information to spread awareness and excitement and not drowning them in it. You can watch the ad on the left!
Result:
5.20%
Enagagment
Rate
7.60%
CTR
8.76s
Time
After the success of this campaign, the brand decided to give mCanvas another brief for Ford F-150 2024 truck.
This established a trusting relationship between Ford’s team and mCanvas. My leadership in the campaign creation was viewed as a success by the agency’s POCs as well.
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