Select Page

Ford Performance 2017-2018 campaign

Challenge

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

 

Challenge

Raise awareness and increase consideration of Ford Performance’s 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. Anything that we created had to feel like the next-best thing to being in the car yourself.

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.

The result was a nine-month-long always-on campaign of 12 long-form videos, supported by 23 native stories and a wealth of social and rich-media ad content to drive traffic.

 

Idea

In order to connect with genuine car enthusiasts, we recommended that Ford should act like a car enthusiast. Anything that we created had to feel like the next-best thing to being in the car yourself.

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.

The result was a nine-month-long always-on campaign of 12 long-form videos, supported by 23 native stories and a wealth of social and rich-media ad content to drive traffic.

 

Taming the Ford 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 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.

meet the FORD 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 FORD 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 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.

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.

meet the FORD 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 FORD 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 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.

Results

Post-campaign research showed that Ford came top for spontaneous awareness amongst our performance-focused 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%.

Results

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

12x long-form videos
8x short-form cutdowns
23x promoted native stories
22x rich-media ads
52x standard display ads
200x images

Output

12x long-form videos
8x short-form cutdowns
23x promoted native stories
22x rich-media ads
52x standard display ads
200x images

Related work

SKODA

Driven By Something Different

CUPRA

Peak Performance

Honda Bikes

Perfect bike perfect road

Gazoo Racing

Road to Monte Carlo

Mitsubishi

Lake to peak

Continental

Black Chili event

Let's talk

Shutterbug - Logo

Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

[email protected]

Where to find us:
Bridge house, 69 London Road, Twickenham, TW1 3SP

©Haymarket Media Group 2020. All rights reserved.