CLIENT
Ford Motor Company
Daniella Winter, Marketing, General Manager
David Noonan, Marketing Communications Manager
AGENCY
Anuj Mehra, Head of Strategy
Magdalina Triantafyllidis, Managing Partner
Jon Paul Jacques, Executive Creative Director
Camey O'Keefe, Integration Business Lead
Blade Griffiths, Account Director
SUMMARY
The Ford Everest was perceived to be a ‘toy SUV’ in a category of ‘bush bashing SUVs’ dominated by Toyota’s legendary Landcruiser and Prado. To gain credibility we had to change the rules of the game. From demonstrating product capability to glorifying driver identity. By celebrating the fear seeking 4X4 driver’s heroic journey the Ford Everest positioned itself as the perfect accomplice to every hair raising, gut wrenching 4x4 road trip. Our campaign elevated the Ford Everest to not only challenge Toyota’s dominance, but also made it the fastest growing SUV in the category.
