Ford Guest Experience
The retail landscape has changed rapidly within the last years. Ford wanted to reach out to their longest tenured partners, their dealer network, to set them up for success to deal win the customer of the future, today.
The Ford Guest Experience is an integrated approach to Dealer Training, Store Culture, and Reward and Recognition that enables Ford’s retail network with the capabilities required to continuously exceed the ever-evolving guest expectations.
We created an entire campaign to get dealers to join the movement and register to one of the many immersion events.
AnthemThe ‘Anthem’ is Ford’s first ever video directly recognizing dealership’s important role throughout history. Without dealers there would not be Ford, and without dealers Ford wouldn’t be able to continue being one of the most successful car companies in the world.
How We Lead - TeaserWe wanted to start the campaign by making dealers excited about what’s to come.
Lead. Today. is the tagline and call to action. Lead: Literally means be a route or means of access to a particular place or direction. Today: Literally means this present day. It evokes urgency and “the time is now” sentiment.
With our tagline in mind we wanted to align the brand to what it means to think about the future today, while still fitting within the overall Ford Master Brand.