Ford Motor Company®

Retooling a titan for the digital age.

A pioneer of the industry, Ford Motor Company was fending off an onslaught of quality competitors flooding the market from all-angles. Their game-plan included a focused investment on globalization and the digital efficiencies to be gained in the process.

Our team was up tasked with creating the original websites, vehicle launches and marketing efforts for everything digital. 

Lincoln®
Dreams Project

Lincoln was on a quest to help inspire and enable dreams for the masses. 

We created our own social network (prior to the Facebooks) that served up a wildly diverse variety of lofty dreams — learn to fly a helicopter, ride the Tour de France, get your PGA tour card, etc. From there, we fielded an expert in each respective dream and made them assessable via the website to the community. Each dream ‘page’ served up a mini-documentary of the expert and was surrounded by tips, tricks & ways to get started. 

We even had scheduled interactions & discussions with the expert for that little extra nudge. All in, awareness of the Dreams Project attributed for an 11% lift in visits to Lincoln dealerships.

We worked with three directors to create 25 unique documentaries on accomplished individuals. Each 'expert' shared their path to success and offered tips for others to follow in their footsteps. 

Each dream was served up via the digital platform and allowed users to interact with likeminded individuals and experts alike.

Lincoln®
Amazon.com Dealership

In a stroke of never-been-done-before media opportunity, we teamed up with Amazon to carve out the first vehicle sale attributed exclusively to amazon.com. Our team worked directly with the R&D team at Amazon to create a custom template that drove leads directly to local dealers. 

Ford®
Bold Moves

Turning the tables and pointing a camera at one’s self to expose the flaws and vulnerabilities can be a catalyst for change. We did just that.

“Bold Moves: The Future of Ford” was an online documentary series that showed “the inner-workings of the automaker" as it rebuilt its business in North America. It was a 30-part series that gave inside access to never-before-seen properties of Ford — including executive offices, design studios and assembly plants.

Creative Team: Toby Barlow, Brian Clark, Stuart O’Neil, Doug Wojciechowski, Richard Perry

Ford Racing™
Overactive Adrenaline Disorder

Performance racing is a signal for the brand. It’s a quest to stay relevant in the minds of consumers and drives both innovation and sales. We had the opportunity to create a platform for Team Ford Racing and took advantage of its impact on the world.

Every race. Every driver. Every day. At the core of every race fan is an obsession. We coined that obsession: Overactive Adrenaline Disorder (O.A.D.) — a disorder that surfaces as blue blood in the veins and a mainline to the racing community. Our campaign focused on identifying the symptoms and pushing consumers to “cure” themselves by joining our community: Team Ford Racing.

Our fictitious O.A.D. digital test invited hard-core racing fans to try out our exclusive Ford Racing O.A.D. brain scan. Results then pointed fans to an array of treatments.

Along with the O.A.D. platform, we redesigned the entire Ford Racing site experience — placing an emphasis on membership, sponsorships and unique content that unlocked for a monthly fee.

Up Next: Disney®

Putting parks on the map👇