A vehicle for every lifestyle
Start Your Canadian Journey with Ford. We partnered with 23 Ford dealers for an educational campaign to bring tips for newcomers and promote Ford as the automotive that meets every lifestyle.
Art Direction
Cookie Chan
Graphic Designer
Carla Aziz
Copywriting
Brianne Cail
Ford is seen as a brand that does not resonate with people in Canada with ethnic backgrounds (Indian, Russian, Chinese, Filipino etc). We have interviewed a sample of 500 people from various ethnic backgrounds living across GTA to understand specific cultural factors that influence purchase decisions. We found that people (students, skilled workers, refugees) with MiddleEastern, European and Asian backgrounds are used to driving in smaller alleys and roads. Canada is home to them but they are still getting used to local conditions like its wide roads and highways. Winter driving is also a nightmare to younger Canadians, which makes driving even scarier for newcomers.
30′ TVC
DIGITAL & SOCIAL
We collaborated with the airport, settlement agencies and newcomer centres for digital targeting, leading them to the microsite where they can get driving tips and schedule a test drive of Ford vehicles.
THE NEWCOMER GUIDE
A catalog that gathers all information most new Canadians need for driving in Canada. Editorials include Driving Tips in winter, Automotive Insurance, Tips for First Time Buyer, Ford Financing, etc. The guide is available in different languages.
