Ford

Ford Employee Pricing

Insight

Price-conscious Canadian vehicle shoppers who are in-market for a new vehicle, but looking for a deal that they can understand , trust and explain

Background

Currently with the US policies many automakers chose to move production from Canada to US, but Ford selected to keep production in Canada.

Idea

The sign of a great offer isn’t just what it says. it’s who stands behind it, Employees put their pride behind the blue oval, and when they stand behind an offer that says You pay what we pay, customers aren’t just seeing a deal, they are invited to share in something that is reserved for the people who work at Ford.

Execution

The project took 4 months with 3 days of shooting. 400-500 employees took part. Photography shoot ran concurrently to capture images for digital assets. Running footage was shot for Bronco Sport. The names were personalized by using each employee’s handwriting.

Launch videos

Logo

Logos were designed in both English & French. Many variations were created and we decided to keep it simple & following RSF guidelines. most.

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FEP_1L_FR_C_logo.png
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FEP_2L_FR_C_logo.png
FEP_2L_FR_LA_logo.png

Animated Banners

All sizes of banners were created for each trim.

 

Social Videos

3 versions of social videos were created. One version with no offer. EN & FR Frames were created with the offer throughout for the social videos.

Social Posts

Template was created using a combination of vehicle & employee image. Then WPP Open Pro AI was used togenerate the other posts under supervision. The images used were from the shoot & AI was used for layout purposes only. st.

Pinterest & Reels

Template was created using lifestyle images. Then WPP Open Pro AI was used togenerate the other posts under supervision. The images used were licensed Ford images & AI was used for layout purposes only. most.

Autotrader Billboards

For single screen, Employee & the vehicle were combined with retouching. Billboards were created for both English & French.

 

Radio

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Website

Advertising Agency : VML, Toronto | Executive Creative Director : Sarah Rutherford | Creative Director : Randy Govang | Senior Copywriter : Will Hasenkrug (lead) | Art Director : Dilini Nirasha (lead) | Senior Copywriter (FR) : David Charron | Directors :+jacksonkarinja | Production : ANIMALS | Editors : Daniel Bochenski, Genevieve Latour, Cory Johnson
Music : Tyson Kuteyi (Grayson Music Group) | Photographer : Andy Vanderkaay | Head of Broadcast Production : Nancy Orlotti (WPP Production) | Creative team : Kevin Morris, Sabino Lops, Julia Kluga, Sam Kates, Rohan Fernandes | Site team : Mimi Sia, Kendra Terrero | Photography Retoucher : John Laosis | Studio : Anant Mathur, Jennifer Reid