The First SUV From Ford Performance
Ford Edge ST
The launch of the 2019 Ford Edge ST is Ford’s first entrance into the performance SUV category, a place were other brands are well solidified in. We figured out the smartest way for us to announce ourselves wasn’t by saying we were better then those brands but just telling the truth. The 2019 Ford Edge ST is the First SUV from the Ford Performance Team.
What made this project fun was the way we leveraged data to create a test-and-learn targeted launch plan. Which, in the end, translated to a 4-day production that birthed over 140 bespoke assets ranging from carousels, stories, gifs, etc. all with their own very specific purpose. The launch existed on TV, Social, Digital Display and OOH.
Case Study
TV
Online Pre-Roll
Social
Targeted Digital
Photography
Brand
Ford
Agency
VMLYR
Role
Senior Art Director
Creative
CCO: Tito Melega
ECD: Matt Soldan
Creative Director: John Stoll
Senior Copywriter: Stephan Lacombe
Producer: Maureen Marnon
Production
SKUNK
Former Co.
Roy Ritchie Photography
Results
This campaign is considered by both Ford Motor Company and the Agency to be the most successful SUV campaign to date.
