Electricity and transportation are the most energy intensive sectors in the U.S. and major contributors to the greenhouse gas emissions exacerbating global climate change.

Increased efficiencies with solar panels and the adoption of plug-in electric vehicles hold promise to reduce these emissions, but combining the two would be game-changing.

While the solar powered vehicle is not a new idea, as a practical mainstream vehicle, it had only been a dream.

Enter the Ford C-MAX Solar Energi Concept.

Working with the Georgia Institute of Technology and SunPower Corp., Ford created a first-of-its-kind plug-in hybrid concept that harnesses the power of the sun by using a special concentrator that acts like a magnifying glass, directing intense rays to solar panels on the vehicle’s roof.

We determined the best way to showcase the “art of the possible” and reach mainstream audiences would be to debut the concept during the 2014 International Consumer Electronics Show (CES). The response was electrifying.

Through April 2014, the campaign garnered 216 original articles and 95 broadcast segments globally, totaling more than 1 billion media impressions. The concept also received dozens of public endorsements from influential environmental groups, academics, and analysts. Based on the overwhelming response, the vehicle embarked on a previously unplanned world tour where it continues to make headlines and build excitement for solar hybrid vehicles.

More importantly, additional C-MAX Solar Energi vehicles and special concentrators were built for real world testing as part of an expanded development program with the Georgia Institute of Technology.

Our primary goal was to showcase the “art of the possible” through a first-of-its-kind solar concept built on back of Ford’s popular C-MAX Energi plug-in hybrid.

We aimed to reimagine what a concept vehicle launch could be and create widespread awareness beyond the auto industry.

Research indicated that many clean energy products (not only cars) fail to capture mainstream attention because they are too complex, expensive or impractical. Yet the majority of concept cars are defined precisely by those attributes -- think of those fantasy-mobiles that emphasize speed and/or luxury above all else. Ford had to bridge this paradox.

Ford reached far beyond the traditional automotive arena to capture widespread media and public attention by showcasing the “art of the possible” around the biggest environmental issue of our time.

The C-MAX Solar Energi was featured in The New York Times, TIME, AP, The Wall Street Journal, BBC, CBS, USA Today and many more influential outlets, totaling more than 1 billion media impressions through April 2014.

The concept also received dozens of public endorsements from influential environmental groups, academics, and analysts. Social mentions in January totaled 4,989, with a positive net sentiment score of 94 percent.

Based on the overwhelming response, the car embarked on a previously unplanned world tour where it continues to make headlines and build excitement for solar hybrid vehicles.

Additional vehicles and special concentrators are now being built for real world testing as part of an expanded program with the Georgia Institute of Technology.

The launch stole the show at CES from January 7th-10th in Las Vegas. To achieve maximum impact, we seeded the story under embargo with media and influencers in late December 2013 to build buzz for the big public reveal.

Securing interviews in advance of CES resulted in 28 combined embargoed briefings with industry analysts, environmental groups, academics and mainstream media. Earned media placements ran as planned on January 2nd and were supported by extensive social, broadcast and print/online media outreach to keep the buzz going into CES.

During CES, dozens of interviews with domestic and international media drove the C-MAX Concept to unprecedented heights. Demand from the launch caused Ford to extend the campaign via showcases at the North American International Auto Show (NAIAS) in late January, Geneva Auto Show in March and planned visits to Argentina, Brazil and several U.S. cities throughout 2014.

To address climate change, we need to significantly cut greenhouse gas emissions (GHG). Ford already offers numerous green vehicles, however, solar power would bring unprecedented environmental potential to cars by not relying on electrical grids or gas stations.

Ford’s research suggested the sun could power up to 75 percent of all trips in a solar hybrid vehicle, meaning a typical owner could avoid sending more than four metric tons of greenhouse gas emissions into the atmosphere every year. If all cars in the U.S. adopted this technology, we'd reduce GHG by more than 1 billion metric tons per year.

Ford’s product strategy is to provide customers with the “power of choice” when it comes to fuel-efficient vehicles, and the company already offers five different electrified vehicles.

While not on sale yet, the C-MAX Solar Energi Concept had to appear like it could join the “power of choice” lineup someday. As such, our launch strategy employed the sheen and sophistication of a traditional concept car launch, while maintaining a novel and authentic story about a game-changing environmental solution.

Our strategy anticipated critics who could have dismissed the concept as a “science project” by translating the engineering elements through commonly understood analogies (e.g., magnifying glass). We furthered the desired narrative through a lightly branded “making of” mini documentary and blueprint style animation that media and consumers could easily understand.

Most importantly, we chose a high-profile event to unveil the concept by launching at the mecca of electronic gadgetry - CES.