Ford Everest: Carpool Talk

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Campaign details

Brand: Ford EverestBrand owner: Ford VietnamLead agency: MindshareContributing agency: ADMITACountry: VietnamIndustries: SUVs, 4x4sMedia channels: Content marketing, Livestreaming, Mobile & apps, Online video, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

For the first time, stories of best-in-class men revealed themselves in real time and during an in-car experience. They were followed by hundreds of pieces of short-form content on social and through PR, proving that Ford Everest reached and engaged with its potential owners on the largest scale....

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