merit
Our BlueCruise campaign tapped into a key truth: when it comes to new tech, whether it’s AV or EV, you don’t need a splashy celebrity spokesperson or Elon’s echo chamber to do the convincing. You need real people to share their real experiences, a relatable connection to help move the needle.
We traveled the country, getting to know BlueCruise fans whose enthusiasm and everyday use helped bring this complex technology down to a more human level, highlighting stories and experiences instead of stats.
In addition to creating the head-turning, heartwarming work, we developed and led an integrated agency team across all roster agencies to ensure creative and messaging worked seamlessly across Ford channels and platforms.
In spite of the support from a national awareness campaign and earning the top-rated spot in Consumer Reports, Ford’s BlueCruise technology, like many hands-free driving tech, was struggling to gain traction or trust with drivers.
In need of a new approach, Ford brought us on to spread the word about their best-in-class, hands-free driving technology while combating industry skepticism of advanced driver assistance systems.
The work ran on national TV during the women’s NCAA Final Four games and the National Championship, the most-watched basketball game on record – men’s or women’s, pro or college, which delivered more than 38 million impressions. During the hour the spot aired in the champ game, the BlueCruise landing page showed +1300% increase in visits, compared to normal hourly average. And after the championship game aired, paid search traffic increased by 600% while organic search traffic increased by 221%
And the campaign’s impact doesn’t stop there – since launch, we’ve already seen a 183% increase in miles driven hands-free by Ford and Lincoln customers on North American roads … (more than enough to drive to the Sun from Earth) as well as a 75% increase in BlueCruise-equipped Ford and Lincoln vehicles on the road.
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