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Ford: New Breed
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Last night. Ford unveiled its new Mustang Mach-E. The newest addition to the Mustang family, the electric vehicle promises to be a game-changer. And a new breed of Mustang deserves a new breed of launch. The communications plan upends established norms by relying on influencers, experiences, branded content and an online/offline digital film to target the sophisticated, next wave of electric vehicle adopter - lovers of the new. In fact, you may have already seen some of these communications as they began earlier this month with a social teaser campaign that shrouded the vehicle in mystery.
Agency: BBDO, New York https://coolhunting.com/design/social-media-campaign-ford-mustang-inspired-suv/ Influencers who attended a VIP sneak peek event helped reveal the vehicle’s silhouette through a secret, puzzle-piece reveal. And they continued to tease the vehicle via a “Hidden in Plain Sight” social media campaign right up until the product’s unveiling last night in Los Angeles, with a live-streamed event hosted by the actor Idris Elba. This week, the latest piece of the puzzle is being debuted: a film titled “New Breed” and featuring Idris Elba as brand ambassador, heralding the arrival of the newest member of the Mustang family. There’s a long-form version that will run online, along with :60, :30 and :15 lengths that will run on TV.
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