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. Within this context, our main objective then, was to reconnect the Ford Trucks brand with its audience in an emotional way, focused on enhancing Brand Favorability and demonstrating it cared with them.

Once we had a well defined problem to aim, we looked for experts to help us develop a solution. The first expert consulted was the PhD Dra Lia Bittencourt from the National Institute of Sleep. Together, we have identified all the truck body movements that could indicate that they were getting tired, so we could know when they were about to suffer an accident caused by fatigue.The creative solution was a prototype, a technological cap that alerted the truck driver when he moved his head in a characteristic way of fatigue and sleep, telling him when to stop and rest. Equipped with a accelerometer, a gyroscope, a light and a sound system, we created a wearable from a common accessory of truck drivers, turning it a safety device that alerted the truck driver with bright lights, vibration and sound when they were

Our strategy was built around a clear message: Our customers comes first and we care about them. In order to deliver this proposition, it was necessary to deeply understand the main needs of Brazilian truck drivers. We conducted both quantitative and qualitative researches as a means to learn the difficulties experienced by this group. Among the main complaints of this group are the danger and insecurity in the roads and the fact that the profession was very exhausting. How could Ford minimize this problem and offer a helping hand that could make a difference in their lives? That was a problem that no one tried to solve and Ford could find a way to enhance truck drivers lives following their new posture in front of their customers. In order to make this real, it was necessary to go beyond communication and create something that really could change this reality.

The launch of SafeCap took place during the opening of FENATRAN, the largest international truck fair in Latin America. The novelty is part of the celebration of the 60 years of Ford trucks production in Brazil, symbolizing the brand's spirit of innovation and its constant investment in research focused on traffic safety and the thousands of professionals who drive daily to increase the country's economy.vThis communication product was communicated in every possible way, integrated with Ford Truck's PR strategy, Social Media content and special interactions, content and a website to capture interested in the prototype.

Also the Ford SafeCap was showcased at the Wired to Wear exhibit launch at the Museum of Science and Industry in Chicago.Known for its hands-on exhibits designed to spark scientific inquiry and creativity, the MSI is one of the largest science museums in the world.