Ford - how 'feel the difference' was felt on Fords bottom line
The Ford brand had become a rational choice for price conscious buyers and transaction prices had dropped to -€1,500 below the mass market average. The commercial objective was to increase transaction prices up to market norms in three years by attracting new customers. Blue Hive’s insight was that choosing and buying a car was mostly emotional, including the negotiation process. As a result, the strategy was to shift from facts to feelings. The campaign increased brand desire and consideration across borders, attracted new customers and pushed transaction prices up to a €300 premium over the mass market. Through a test and control method the campaign generated a €3.2bn incremental revenue, yielding a revenue ROMI of 4.2.