The overall lack of Ford brand awareness and purchase consideration from the multicultural market up against well positioned Japanese and European car manufactures.
Become the No.1 vehicle brand for the ethnic consumer
Significant improvement in awareness and favorability across multicultural in-market auto intendors.
MARKETING THE RIGHT VEHICLE TO THE RIGHT AUDIENCE
Identify opportunities for each vehicle by culture and demographics to optimize client investment.
Developed advertising to build brand awareness to the multicultural auto intenders.
This involved the identification of vehicle features by model that drove cultural purchase consideration.
FACILITATING THE PATH TO PURCHASE
Continual optimization of the multicultural digital experience, Connecting in-language digital advertisements to a multi-lingual
Ford Dealer Microsite. Driving car intenders through to the dealer location by a searchable language filter.
SUPPORTING NEWCOMERS TRANSPORTATION NEEDS
Launch of an education focused program for Ford that acts that introduces new immigrants to the North American driving environment
and vehicle purchase experience. This package provides valuable information on how to obtain a driver’s licence,
insurance, lease vs. buy incentives, all the way through to buying their first Ford-Brand Vehicle.