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Ford uses DOOH to address ‘range anxiety’

Car manufacturer, Ford, has embraced digital out-of-home (DOOH) with a new campaign addressing the problem of ‘range anxiety’.

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The concern among potential buyers of electric vehicles is that they cannot cover sufficient distance without requiring recharging

The problem stems from the worries of potential electric vehicle buyers that they won’t be able to cover sufficient distance without recharging. The digital ads state where the Mustang Mach-E’s range of 379 miles could get drivers on one single charge.

The campaign was created thanks to a variety of marketing and advertising agencies such as Kinetic Worldwide, Mindshare, and GTB who all worked with DOOH.com and JCDecaux.

Adverts ran across train stations, using National Rail API data, to promote the all-electric Ford Mustang Mach-E. 

Experiential elements have complemented the campaign in Birmingham and London stations where travelers can see the car and even book a test drive on the spot.

With a vehicle as fantastic as the Mustang Mach-E we needed to find a way to create the stand-out it deserves.

Howard Kee, marketing communications manager at Ford comments: “With a vehicle as fantastic as the Mustang Mach-E we needed to find a way to create the stand-out it deserves. 

"WPP has created the opportunity for Ford to address the myths of EV (electric vehicle) ownership and surprise customers with how easy it now is to live with an electric vehicle in all parts of their day-to-day life.”

The project has targeted afternoon commuters between the hours of 4.30 pm to 7.30 pm which has seen a surge in traffic due to the end of lock-down restrictions.


If you have any news, email david@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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