Ford of Europe
eMagazine
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About the client
Ford is one of the largest players in the motor industry worldwide, and has a massive presence in all European markets. It is in the process of reinventing the brand in Europe, attempting to move into more premium markets.
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The brief
Ford had a large number of email addresses throughout its European markets and was keen to add a softer, regular brand communication to its existing tactical emails.
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The solution
Our response was to use magazine editorial and design values in an email programme. Product news, often in advance of a model's launch, gives the eMagazine readers a preview of upcoming cars – whilst competitions, interactive features and video content keep the publication fresh and exciting.
As Ford moves their brand towards the premium end of the car market, we've been able to quickly react to new visual directions and become best prctice ambassadors within Ford's circle of agencies.
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Results
The eMagazine has performed very well, with clickthrough rates as high as 36% – although we await a second readership survey to have accurate figures on the warmth score improvements in different markets.