Comparative charts have shown that Ford’s trucks performance stats were not as high as our main competitor’s. Nevertheless, one of the items on those charts showed where we could beat our competitors and wake the desire among truck fleet owners: we had the lowest retail and maintenance prices.

With the campaign directed to an extremely rational and results-driven consumer, the best strategy to earn new business and strengthen our image was to point out how our trucks could be cheaper than others.

Especially because Brazil’s Economy started facing a difficult time, with inflation hitting hard by elevating prices more than 10%, just in 2015.

That’s why our campaign aimed to show fleet owners that, despite all the costs on their company’s spreadsheet might have risen, they could still save money just by the owning a Ford truck.