A New Breed
Introducing a new generation to the next generation of electric vehicles.
Tech launch.
Influencer | Film/TV | Social | Event | Brand Design
By the time Ford was ready to launch its first electric vehicle, Tesla had already created a new audience that didn’t think of innovation and Ford in the same sentence.
We thought: What if we introduced the new vehicle to this younger audience by treating it less like a traditional car launch and more like a product release from a tech startup?
What Ford usually did:
Reveal a three-line shape to the traditional auto press.
What we did:
We commissioned light artist Sola to create a stunning outline of the vehicle, which we sliced up into separate images. We featured these in influencers’ posts, challenging the public to put the puzzle together.
What Ford usually did:
Hold a press event and give reporters first looks at the prototype.
What we did:
We held a secret, invite-only party in a defunct Ford factory in Detroit and invited top influencers from fashion, culture, sports and autos to see (and share) a glimpse of the Mustang Mach-E.
What Ford usually did:
Fully reveal the Mach-E in Car and Driver magazine.
What we did:
We had influencers, including actor Idris Elba, “hide” the Mach-E in social media posts to share with their fans. This allowed people to discover the vehicle themselves, resulting in more sharing, more conversation and more excitement.
We released a launch film starring Idris Elba that introduced the Mach-E and welcomed it into the Mustang family.
In addition to orchestrating the launch, we also developed the look, feel and tone for the global branding of the vehicle across all channels. This included a comprehensive style guide, design system, and strategy for all facets of the rollout worldwide.
40m video views, 54m influencer impressions, 2b estimated earned media impressions.
Ford sold all of its First Editions in a week.
