e-volution

The e-volution of the old new
A 4-phased campaign. Including thousands of Danes, miles and views. How to introduce the market-disruptor Ford Mach-E while renewing the full Ford brand in consumer’s perception? When the consumer is not a Ford-fan already. We started by knocking on their door. Literally. Not unannounced, but in collaboration with well-known Danes (tv-personalities), a famous chef and our take on the international theme song “Watch Me” by James Brown.

The new Mach-E is not only new, new. It’s not to be purchased at your local Ford dealer, but at your own digital device. And that’s how we ended up opening 100 new dealerships. We made it possible to place your order anywhere. At any time. Literally. And we invited everyone, also the little ones without a driver’s license, who started to miss their local dealer, to be a part of Ford X James Brown’s “Watch Me” moves and video, in stores and on TikTok.

With the new, new Mach-E it’s not only your local car dealer that has the potential to be missed. Traditional gas stations, that are not providing e-charging are slowly becoming a part of the past. That’s why vi teamed up with actor and photographer Alex Høgh, to reportage it, to later exhibit the special photos before we auction it all away for a special course.

Oh well… the police and a mad forester did call us. But only once.