+38%brand awareness lift in Tier 1 cities within the first 6 months
12,000+test drives, 4x higher than previous campaigns
90M+impressions across WeChat and Douyin
Challenge
In China, family is everything, and an SUV has to fit all of it. Choosing the right one for everyone can be overwhelming.
Idea
When design is purposeful, one great idea leads to another.
The Work
A full-funnel digital campaign for Ford's China SUV portfolio of five models. Joyful animated videos showed how a few key features of each SUV work together for a specific kind of family. Car decisions are made together, so we kept the tone light to take the stress out of choosing.
