Ford Motor Company: Safe Cap

Ford, the American motor company, reconnected its Ford Trucks brand with its audience in Brazil by creating a wearable accessory that let truck drivers know when to take a rest.

Campaign details

Advertiser: Ford Motor Company Brand: Ford Agency: GTB São Paulo Country: 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.