2024 Silver Automotive

Agency: WPP

Client: Ford

Entry Title: Making it worth the wait

Executive Summary

When Ford unveiled the New All-Electric Explorer it knew the first models wouldn’t be available to drive a year. To tackle the long pre-launch period challenge, it created a CRM-driven programme delivering targeted and personalised content at key moments.

Strategy

Ford of Europe launched a comprehensive customer journey programme to drive engagement and sales for the New All-Electric Explorer. Targeting both reservers and handraisers, the campaign provided a personalised experience from initial interest to ownership.

Its four pillars included engagement newsletters; always-on lead nurturing; direct engagement: and welcome and onboarding program. The omnichannel approach incorporated social media advertising, dealer outreach and emails, to maximise reach and conversion. Spanning 19 European markets, the programme exemplified Ford’s commitment to delivering an exceptional customer experience for the electric era.

Creativity

A modern, mobile-first approach extended across web and email channels, enriching the CRM programme and elevating the customer experience. Beyond a refreshed email template, Ford harnessed the power of high-quality visuals. Photography, film and CGI combined to create an immersive experience, allowing reservers to truly connect with the vehicle.

Storytelling took centre stage, incorporating insights from Ford’s design team and stories from Charge Around the Globe trip. This provided a 360-degree view of the Explorer, from its technical specs to its design inspiration. Exclusive content, including early announcements and behind-the-scenes glimpses, made reservers feel like VIPs.

To further amplify excitement, the work integrated the ‘Charge Around the Globe’ social influencer campaign, featuring brand ambassador Lexie Alford’s record-breaking electric vehicle world journey. A direct-engagement initiative allowed reservers to ask Ford’s design and engineering team questions exclusively.

Results

Ford’s 18-month customer journey program for the All-Electric Explorer maintained excitement and engagement among reservation holders. More than five million emails were sent, achieving a 54% open rate and lower than 0.3% unsubscribe rate, demonstrating strong audience interest. The programme drove significant engagement, generating nearly 200,000 website visits, 36,000-plus vehicle configurations, and thousands of dealer leads.

When Ford’s order books finally opened, the programme’s impact was undeniable. The order announcement email achieved record-breaking engagement, and within the first week more than 90% of orders came from the reservation audience, despite this group representing only 3% of the email recipient list.

The programme’s success translated into tangible results for Ford dealers, with nearly 50% of reservation holders assigned to a dealership, creating a pipeline of highly qualified leads. Over 30% of all online Explorer orders were attributed to the campaign.

The Team

Ford of Europe - Rona Willicott, Head of CRM - Sam Westoby, CRM Customer Journey Manager - Jolie Ramage, CRM Operations Manager - Petra Hynds, Manager of Brand Content - SUVs