Ford Trucks of Brazil: Safe Cap

Ford Trucks, an automotive brand, enhanced its customers’ experience in Brazil by launching a technological safe cap that alerts drivers when they start to get tired.

Agency: GTB Brazil

Objectives

Despite its 50 years of history in Brazil and its strong performance in market share (3rd position), Ford presented lower preference rate and pricing power when compared to its main competitors. One of the main causes of this scenario, was Ford's product-centric posture towards its customers.

Within this context, our main objective then, was to reconnect the Ford Trucks brand with its audience in an emotional way, focused on enhancing Brand Favorability and demonstrating it cared with them.

Strategy

Our strategy was built around a clear message: Our customers comes first and we care about...

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