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Lloyds and Bank of Scotland Smarter Route

Challenge

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.

Challenge

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.

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.

 

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.

 

Outcome

HP or PCP? Fixed or Flex? Car finance made simple

Car finance can seem complicated. HP or PCP? Fixed or Flex? It’s easy to get confused by options and acronyms. But cut through the jargon, and it’s actually pretty simple.

Car finance through your bank 

A new car is likely to be among the most expensive things you’ll buy, which is why car finance agreements are so popular. But did you know you could potentially get car finance from your bank? For example, Lloyds Bank offers both Fixed and Flex car finance agreements to personal current account holders

New commute?

If you’ve just landed a new job, it’s the perfect time to reward yourself with a new car. If you don’t know where to start, here are five handy tips.

Buying a sports car? 

Sports cars are fast, fun and fantastic – and often completely impractical. But they don’t have to be. If you’re in the position to buy one, here are some quick tips to make a seemingly irrational decision a little bit more sensible.

Downsizing your car?

If your kids have left home and you no longer need a big family car, it could be time to trade it in for something you really want. But with so many options, where do you start? Here are four key questions to consider when deciding.

SUV or MPV? 

SUVs, MPVs and crossovers are hugely popular with family buyers for their mix of size and practicality. But, in an increasingly crowded market, how do you choose which one is right for you? Check out this video for six things to consider.

HP or PCP? Fixed or Flex? Car finance made simple

Car finance can seem complicated. HP or PCP? Fixed or Flex? It’s easy to get confused by options and acronyms. But cut through the jargon, and it’s actually pretty simple.

CAR FINANCE THROUGH YOUR BANK 

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.

New commute?

If you’ve just landed a new job, it’s the perfect time to reward yourself with a new car. If you don’t know where to start, here are five handy tips.

Buying a sports car? 

Sports cars are fast, fun and fantastic – and often completely impractical. But they don’t have to be. If you’re in the position to buy one, here are some quick tips to make a seemingly irrational decision a little bit more sensible.

Downsizing your car? 

If your kids have left home and you no longer need a big family car, it could be time to trade it in for something you really want. But with so many options, where do you start? Here are four key questions to consider when deciding.

SUV or MPV? 

SUVs, MPVs and crossovers are hugely popular with family buyers for their mix of size and practicality. But, in an increasingly crowded market, how do you choose which one is right for you? Check out this video for six things to consider..

Related work

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%.

Output

2x Microsite
12x long-form videos 

8x 6-second and 30-second cutdowns
23x promoted stories
22x rich-media ads

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

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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.

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