Challenge: How do we get young audiences on the East and West coast to connect with Ford even when they are not looking to buy a car? Consumer Shift: From: Taking a set route To: Exploring detours Insight: People aspire to choose their own road. Idea: Position Ford as the ultimate “freedom machine” that helps you break away from the monotony of everyday driving. Rationale: Since the Model T’s debut in 1903, The legacy of Ford has been built upon giving Americans greater mobility, choice, and freedom. Ford helped free rural America from its isolation and today can help drivers break away from more ordinary roads and explore roads less traveled.

1. To view more work visit: www.robertogudino.com
Constantine Gonzalez-Kakouris, Roberto Gudino,
Aaron Martin, Eden Papineau, Linda Ramirez

2. Challenge
How do we get young audiences on the East and West coast to
connect with Ford even when they are not looking to buy a car?

3. Research
Auto shoppers are doing more research than ever
Source: Google Insights

4. Target
Zach is a mobile phone junkie who is
always in a hurry. He works full time
and dreads how fast his student loans
consume his paycheck. He longs for a
more exciting life but constantly finds
himself in the grind of climbing the
corporate ladder to better his career.
He is a die hard Patriots fan and his
only escape is to take mini breaks
throughout the day to follow them.

5. From // Taking a set route
To // Exploring detours
Shift

6. Rebels Chase Adventure

7. People aspire to rebel &
choose their own road.
Insight

8. Position Ford as the ultimate “freedom machine” that
helps you break away from the monotony of everyday driving.
Idea

9. Since the Model T’s debut in 1903, The legacy of Ford has been built upon giving Americans
greater mobility, choice, and freedom. Ford helped free rural America from its isolation and
today can help drivers break away from more ordinary roads and explore roads less traveled.
Rationale

10. Driving Unleashed

12. iBeacon > Activation

13. Microsite > Home Page

14. Microsite > Targeted Questions

15. Microsite > Destination Recommendations

16. Facebook > Infeed Ad

17. Google Maps > Feeling Lucky?

18. Constantine Gonzalez-Kakouris, Roberto Gudino, Aaron Martin, Eden Papineau, Linda Ramirez
Thank You
To view more work visit: www.robertogudino.com