A stable of tastemakers reveals the future of an American icon.
Eschewing the traditional formula for new releases, we enlisted an eclectic group of tastemakers to an exclusive launch event, taking them on a journey behind the development of the all-new Ford Mustang Mach-E while immersing them into the culture of Detroit.
CLIENT
Ford Motor Company
PROGRAM
Mustang Mach-E Launch
DATE
Fall 2019
SERVICES
Strategy, Talent
IMPACT
See the Results
Hidden in Plain Sight
Electrifying curiosity and conversation to drive the pre-launch campaign forward.
In November 2019, Ford planned to unveil its first ground-up all-electric vehicle with the introduction of the Mustang Mach-E. Charged with taking a different promotion path, we identified a new breed of talent to carry the icon’s legacy into the future.
With a target audience that reached beyond the Mustang loyalist, we began identifying people of influence in non-automotive communities, including actor Idris Elba, to learn about Ford’s much-anticipated entry into the EV market.
Select influencers teased the vehicle’s launch with a series of photos using the hashtag #ElectricAndUntamed. When combined they formed a silhouette of the Mach-E before the unveiling.
Unleashing a Stampede
Targeting the next wave of electric vehicle adopters with a sense of mystery.
Discerning enthusiasts and fans began to piece together the mystery before the official unveiling with a live stream event, featuring Elba, from the Los Angeles Auto Show.
Simultaneously, the stable of talent announced the unveiling across their social channels, sharing their exclusive experience with their fans and followers.
The branded content was meant to target the next wave of electric vehicle owners, evoking intrigue that asked
The pre-release influencers, experiences and branded content were meant to target the next wave of electric vehicle adopter with a sense of mystery, which finally became less mysterious when the ad was released over the weekend.
Results
A new breed reveals a new approach.
Millions of impressions, hundreds of thousands of quality engagements, and in one week the first edition trim of the Mach-E, priced at $59k, was completely sold out.
Beyond that, it set in motion a new communications approach for Ford, increasingly turning to social to unveil new vehicles and even drop limited-edition trims.
54 million
total organic impressions
10%
engagement rate across all influence content
Gone
reservations for the First Edition trim sold out in one week
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