01 | THE CHALLENGE
How do you reinvigorate Ford Canada’s biggest retail campaign when sales are slumping and dealers are losing confidence?
Ford’s Employee Pricing campaign was entering its 15th year, but sales had slumped and dealers were questioning the campaign’s effectiveness. It was time to refresh the approach and rebuild confidence.
02 | APPROACH
Bring performance data, customer insight and dealer perspectives together to find a better way forward.
I combined campaign performance data, customer research and dealer feedback to identify what needed to change and build alignment around a refreshed campaign.
I designed a workshop that brought Ford, the creative agency and dealers together to openly assess past performance, challenge assumptions and agree on the campaign’s foundation.
03| THE EXECUTION
Make the offer more credible by putting real customers at the centre.
Research confirmed that customers valued Employee Pricing but needed proof that the offer was real.
Rather than relying on the traditional approach of featuring Ford employees, we featured actual customers, using their names and hometowns to make the offer more authentic, relatable and credible.
03| THE IMPACT
Ford Canada achieved its highest-ever retail sales after stagnant sales over a 5 year period.
