• Situation

Electric sports cars lack credibility when it comes delivering a performance that matches their renowned non-electric predecessors. The Ford Mustang is the classic American muscle car known for generating excitement as soon as you step on the accelerator. Expectations were high for the launch of the Mustang's new all-electric version.

• Brief

Communicate that the new electric Mustang Mach-E keeps alive the authentic heritage of performance that sport cars enthusiasts know, love and expect. Make them aware that, even though it's electric, it still has the muscle a muscle car should have.

• Objectives

Introduce the new all electric Mustang Mach-E and let consumers know that it’s a wild spirited sports car worthy of carrying the Mustang name.

Impact:

Selection of specific high traffic sites alongside Puerto Rico's main highways helped boost impact and awareness during launch phase for the Mustang's electric version.

Reach:

Average daily traffic was 100k cars with an effective reach of 52%.

Brand Perception:

The campaign helped Ford showcase a relevant innovation for the target while maintaining the Mustang's traditional muscle car performance heritage.

Achievement against objectives:

Mach-E sales were 133% vs objective. A total of 400 cars were sold while the goal was 300.