The most important side of everything Ford does is People. Without them, there wouldn't be technology, nor the need for it. That's why the brand is always trying to create solutions in favor of the human being.
One of today's problems is the use of social media while driving. 4 out of 10 drivers admit to having done it before. It's becomes twice as dangerous as drunk driving. And the phenomenon keeps growing.
To show Ford really cares for people, we couldn't stay quiet about this matter.
We took the "Go Further" slogan and transformed it into the "Go Further Responsibly" tagline for the campaign. This way, we were able to strengthen the brand as well as to create a powerful message.
To deliver this message, we decided to launch the campaign in the core of one of social media's most important tools: Instagram.
We created the "Don't Like and Drive Posts", taking one of social media's most iconic images – the Instagram Heart – and showing what it might keep you from seeing while you drive.
People saw the campaign and really related to it. There were more than 80,000 likes on Instagram, 3,500 shares on Facebook and 1,400 tweets, proving that one heart may keep several others beating.