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FORD PERFORMANCE

2017

PARTNERSHIP

Challenge

Raise awareness and increase consideration of Ford Performances diverse range of models – and their overarching performance car ethos – with genuine performance car buyers.

IDEA

In order to connect with genuine car enthusiasts, we recommended that Ford should act like a car enthusiast itself.

That meant thrilling video content, showing Ford Performance cars doing the amazing things that they were designed to do, and fact-packed listicles, allowing out-and-out enthusiasts – who want to know, rather than need to know – to sweat the detail.

As a result, we created a nine-month long always-on campaign of 12 long-form videos and 23 native stories, with associated social and rich-media ad content.

TAMING THE MUSTANG

With its laid-back stance and V8 engine, the Ford Mustang is the perfect car for long-distance cruising and track driving – but, how does it cope with something more mundane? Can the Mustang tame Britain’s roads without losing all the muscle car excitement that makes it so unique? Former rally driver and World Rallycross presenter Andrew Coley takes a trip to Anglesey in North Wales to find out…

FORD FOCUS RS VS FORD MUSTANG

The Ford Focus RS and the Ford Mustang: two motoring titans, separated by an ocean of philosophical difference about how best to deliver the sort of thrilling driving experience you expect from a Ford Performance car.

MEET THE MUSTANG

There are plenty of things to love about the Ford Mustang, but there’s no substitute for getting in the passenger seat and experiencing it first-hand. That’s why we got former rally ace and World Rallycross presenter Andrew Coley to give two Ford fans a taste of its iconic V8 muscle car.

TAKE A 360 degree ride in the Focus RS

With 345bhp from its 2.3-litre EcoBoost engine, and a computer-controlled all-wheel-drive system, the Ford Focus RS is the perfect car for on-track fun. Ex-rally driver and World Rallycross presenter Andrew Coley takes the wheel – with you in the passenger seat – as he delivers a thrilling ride around the Anglesey Circuit in North Wales.

Ford focus rs vs ford rs cosworth

Ford’s two hot hatchbacks may be separated by 20 years, but they share a philosophy for Ford Performance that spans the decades. Join former rally driver and World Rallycross presenter Andrew Coley as he compares two Ford Performance legends.

Ford mustang – 7 finest features

With legendary American muscle car looks and V8 performance, the Ford Mustang is a global icon. Join World Rallycross presenter Andrew Coley on the track, as he lists its very best features.

 

SUCCESS

Post-campaign research showed that Ford came top for spontaneous awareness amongst PistonHeads and Autocar users. Ford also beat key competitors in prompted awareness. 44% of those who recalled the campaign took some action as a result – e.g. brochure request / test drive. We beat the video view guarantee by 55%.

SUCCESS

Post-campaign research showed that Ford came top for spontaneous awareness amongst PistonHeads and Autocar users. Ford also beat key competitors in prompted awareness. 44% of those who recalled the campaign took some action as a result – e.g. brochure request / test drive. We beat the video view guarantee by 55%.

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CREATIVE SUMMARY

CONTENT THAT WORKS

Total creative output:

12x long-form videos
8x 6-second and 30-second cutdowns
23x promoted stories
22x rich-media ads
52x standard display ads
200x images

CINEMATIC FILMS

Shot on a race track, with a professional driver, to show the cars at their best.

RICH-MEDIA DRIVERS

Engaging ads that give
a glimpse of the main films, with a measurable action.

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PROMOTED STORIES

Native news content on Autocar and Pistonheads’ with embedded video links

SUPPORTING PHOTOGRAPHY

200x images – with associated rights – for Ford to use on its own channels.

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LET'S TALK

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

Where to find us?
69 London Road
Twickenham
TW1 3SP

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