Ford Harness Dynamic Out Of Home To Address Electric Vehicle ‘Range Anxiety’ With Mustang Mach-E rail Campaign

Ground-breaking launch campaign for the all-electric, Ford Mustang Mach-E blends experiential, live data and full-motion creative at 22 stations across the UK.

WPP Agencies Kinetic Worldwide, Mindshare and GTB working in partnership with DOOH.com and JCDecaux have launched a data-driven Out of Home campaign for the all-electric Ford Mustang Mach-E.

The campaign taps into the National Rail API to receive data on active train routes and timings. Using this information, the creative aims to dispel so-called “range anxiety” – the concern among potential buyers of electric vehicles that they cannot cover sufficient distance without requiring recharging – by demonstrating where the Mustang Mach-E’s range of 379 miles could get them on a single charge.

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The campaign, which runs across media owner JCDecaux’s @motion, Transvision and digital 6-sheets at 22 stations across the country, will target the afternoon commuter cohort. It will run from 4:30pm to 7:30 pm on weekdays, capitalising on the significant surge in footfall at stations following the end of lockdown restrictions.

With creative on busy rail concourses delivering messages such as [from London Waterloo to] “Exeter St. David’s and back on a full charge”, informing travellers about the Mach-E’s outstanding range, customers walking to board their trains will be targeted by digital 6-sheets displaying dynamic content tailored specifically to their journey such as [Birmingham to] “Nottingham on a 10-minute charge”.

The project is complemented by experiential elements, featuring the Mustang Mach-E and Ford Go Electric messaging in Birmingham New Street (13th – 17th) and London Waterloo (20th – 24th) stations, allowing travellers to see the car and book a test drive on the spot.
Howard Kee, Marketing Communications Manager at Ford commented: “With a vehicle as fantastic as the Mustang Mach-E we needed to find a way to create the stand-out it deserves. WPP have created the opportunity for Ford to address the myths of EV 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.”

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Dominic Moore, WPP Client Lead for Ford commented: “This campaign shows how Out of Home can harness data in a creative way to brilliantly address an advertiser’s specific challenge – in this case “range anxiety” among potential buyers of electric vehicles. It delivers contextually relevant creative that will really stand out for travellers, and they can even book a test drive on the spot thanks to the campaigns experiential elements.”

Kinetic uses intelligence, technology and creativity to help brands communicate with valuable audiences on the move.
As the world’s largest planner and digital innovator in Out of Home advertising, we understand the customer’s physical journey better than anyone. Through the application of dynamic data and tech, we turn that journey into an Active Journey, driving people to take action in context. Whether it’s through mobile and social, location-based experiences or in-transit, we are committed to delivering new ways to make OOH interactive and amplifiable – driving efficiency and measurable transactions and bringing forward the future of OOH communications for brands.

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