Ford Trucks is a traditional brand in Brazil, holding a solid relationship with truck drivers through its extensive product portfolio. However, the brand still presented a lack of emotional connection with them, being perceived as a functional truck manufacturer.
Over the last years, Ford has focused on changing this scenario by strengthening the bond with customers. The challenge was to enhance their overall experience with the brand, evolving from a manufacturing company to a daily service provider.
Ford priority was to connect with topics which really mattered for them, developing a robust repositioning plan focused on customer overall experience, launching the platform: non stop products and services.
Throughout this process, we conducted several researches in order to understand the main problems affecting our audience.
We discovered an issue: They feel at risk on the road, with truck accidents causing 30% of all accidents and 7 deaths per day. Most of these accidents were a result of a common complain: the drowsiness caused by the trucker's exhausting journey.
Our solution was combining Health Experts Consultancy with Strategic and Creative Minds to develop a safe cap, alerting drivers when they were starting to get tired, allowing them to stop driving and rest before an accident could happen.
The results were: over 437.000.000 impressions, $21.000.000 in earned media, reaching over 117.000.000 people and being cited in more than 40 countries. Ford received 4,995 subscriptions of interested people in buying the prototype and now production in scale is being studied in the next year.