User generated content meets real life.

A CRM campaign for Ford Direct, the ‘nearly new’ strand of Ford of Britain which sells ex-demonstrator and ex-fleet Fords through franchised dealerships. The brand lacked any clear creative platform, and little emotional pull, despite being a major part of the UK’s number one car marque.

‘Experience’ was a platform based on Robert Crampton’s childhood memories of Fords his father drove, and the memories of family holidays and trips across the country. The thinking was that Ford is one of the brands nearly everyone has some association with – so could we build a social network (in offline media?) of Ford drivers and connect them, emotionally, to the brand? A brand with a more emotional connection fosters greater customer loyalty.

A series of mailings were sent to the Ford Direct database asking for drivers’ memories and photographs, to be shared with others. The response was terrific. Stories flooded in, of births on backseats, famous previous owners, wedding proposals, camping trips and travels far and wide. And, when subsequent purchases were taken into account, the campaign had a ROI of 400%.

This is the original concept film used to sell the idea to Ford. Never meant for broadcast or public display… so forgive the quality!.. but it’s the thinking that counts.