Ford #MeetTheOtherSideOfYou

The passenger vehicle category had hit an 18-year low in 2019. 2020, the year of the pandemic was an exceptionally challenging year for the category. The SUV segment, which had been growing at 37% till 2017 and declined only 6% in comparison to cars in 2019, had therefore become the next battle ground. With passenger cars declining at 24% and people locked down in their homes, the challenge was to make Ford the preferred SUV despite the pandemic?

This time also Ford decided to focus on the one behind the wheel.
The brand launched the new Endeavour Sport nudging people to #MeetTheOtherSideOfYou

The simple yet beautiful thought came from the fact that there are multiple sides, personalities to any person, there are sides that are known to the world, whether it’s being the perfect professional or partner or parent, but then there’s a side of you that fuels all of this, a side only known to you.
Ford is encouraging everyone to explore that other side, spend a little time with it, and indulge in it. Some of us yearn to give in to our ‘outdoor’ and ‘adventurous’ side, to drive into the unexplored and explore nature, tame the treacherous landscapes, the rugged roads and spend some time in solace.

To depict this emotion, Ford launched a digital film encouraging customers to embark on the extraordinary journey they always wish for with proven off-roading capabilities of the Ford Endeavour firmly by their side.  

Impact:

436 Endeavour Sport retails, greater than 348 product program (per annum) assumption.
With TV & Print, the campaign garnered a total reach of 215 mn.
With 150+ exposures and 70+ online articles, the campaign enjoyed a readership value of 40 mn.