Ford: Six Model Launches in Six Months
National advertising and launch planning lead
The situation
Ford was refreshing its entire model line-up, six new vehicles to market in six months, into a slowing category with new competitors arriving regularly. The dealer network needed to see the factory behind them, with product that gave them an edge on the floor.
The real problem
Six launches is not one problem six times. Run separately, they compete for attention, budget and dealer energy, and the weakest one drags the rest down. The work was a single consistent voice that each launch built on and local dealers could use, then sequencing and proportion across the six. Not six campaigns.
What we did
Created the unifying 'Ford, Of Course' brand positioning as the halo for all campaigns nationally, regionally and locally
Built national advertising and promotional plans across all six launches as one program
Managed a $100m+ budget through a highly competitive market period
Targeted each launch to the right audience for the right reason rather than treating them alike
Moved Ford from a wholly broadcast media strategy into one-to-one channels: digital, direct and sponsorship, including Cricket Australia
The result
FG Falcon became Ford's most successful launch since 2000.
Market share held above 13% through the period, and all six launches delivered, with Ranger and FG Falcon carrying the program.
Campaign assets
Video
Billboard
Falcon 50th Anniversary Limited Edition
Falcon: First TV Commercial
Fiesta
Fingers
Fluidic Sculpture
G6 Limited Edition
Mondeo
Most Fuel-Efficient Car in Australia
Ranger: Mother of All Dunes
Territory
Why it matters to you
Whether you are launching six models or two services, the constraint is the same: you always have more to promote than there is attention to spend on it. Deciding what leads, what follows and what waits, and making it all sound like one business, is worth more than doing all of it at once, badly.
Facing something similar?
Got more you want to launch than attention to spend on it? That's a sequencing problem, not a budget one.
Tell us what you're trying to grow, and let's book a call or grab a coffee.