We decided to make the most of Sunday, when the dealer is closed and used our test drive cars to spend time with the high number of elderly that live alone in Spain. We have created BestDrive, a project that makes it easier for people to reach these elderly. Through a web platform, every Ford employee and also other people could become a volunteer by scheduling an available testdrive car, the city and the elderly they wanted to help on a specific Monday.

We have partnership with several Elderly associations to know the elderly people that needed help the most and those who were capable of participating on the project. That done, on a web platform, we made available to anyone to know them and their interests, bringing interest on knowing and helping these people. On the same platform, people could become a volunteer by scheduling an available test-drive car, the city and the elderly they wanted to help on a specific Monday.

More than 5 million organic reach on the project launch video

55 thousand web access.

More than 1.500 new volunteers only in Madrid.

Millions on earned media.

Launched in Madrid, Sunday Drive´s implementation was requested by “EVERY” FORD dealership in the country, becoming the most successful activation for the the brand locally. The project is still growing and intends to help thousand of elderly not only in Spain.