To build the brands position as number one in the Commercial Vehicle (CV) market, Ford took to the market with their extensive brand campaign, Backbone of Britain, to communicate their refreshed commercial vehicle line up. Ford faced multiple challenges from competitors, and we needed to re-assert and build on Ford’s leadership position, increase favourable opinion of the Ford Commercial Vehicle range and affirm its position as the Van / Pick up brand of choice for your fleet. Ford tasked us with generating a positive shift in favourability, by generating a minimum of 750K views of their ‘Backbone of Britain’ with 4M impressions of their offering throughout the campaign.
To generate real value for Ford, we needed to cement the ‘Backbone of Britain’ message directly to those who it would resonate most with, and through TGI identified 3 core audiences; Small-Medium business owners, Fleet managers, and key decision makers in select group of companies. We knew the best place to reach business savy people was through LinkedIn, where the targeting is as precise as Ford required, and we activated two campaigns utilizing video views and traffic objectives to drive the Backbone of Britain.