FORD GREEN CARE

TitleFORD GREEN CARE
ClientFORD
Product / ServiceCAR CARE
CategoryB02. Consumer Products & Services
EntrantJWT TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:JWT TAIWAN Taipei, CHINESE TAIPEI
Sales Promotion/Advertising Agency:JWT TAIWAN Taipei, CHINESE TAIPEI

The Brief

60% of Taiwanese adults has an automobile under their possession, and they all been using car care products produced with chemicals. These car care products have high similarity with one another, and Ford wish to position their products and offer a new perspective to the consumers.

Describe how the promotion developed from concept to implementation

Ford Green Care reminds consumers that chemical infused car care products may be hazardous to your health by linking the benefit one step further, from a car to the people who rides in it. Ford repositioned its car care products with all natural herbal extracts and named it Green Care. And the product packaging has all been redesigned to fit the name. Green Care:Not only good for your car, and you as well! The packaging design uses a green and pure tonality to bring forth the look and feel of environmental friendliness and the premium quality.

Describe the success of the promotion with both client and consumer including some quantifiable results

71.8% consumers agree that Green Care has brought attention to them on the importance of the Car Care products. Sales volume of the new product in the first 3 months surpassed that of the previous year. 6 months later, sales sky rocketed to a stunning 432%, and increased Ford’s brand preference to 86% from 62%.

Explain why the method of promotion was most relevant to the product or service

People don’t like to stay in a space filled with the smell of artificial, chemical odors. With the all new Ford Green Care, cleaning your car can be chemical-free and hazardless.

Credits

Name Company Position
I-Fei Chang JWT Taiwan ECD
Olivwer Chiu JWT Taiwan CD
Janny Pai JWT Taiwan Head of Design Center
Matthew Tu JWT Taiwan Senior Designer
Raul Ou Designer