From test drive to experience.
With economic uncertainty reducing test drives, Ford needed to lower the barrier for engagement.
Instead of selling a test drive, we offered an experience, blending the thrill of driving electric with the growing wellness trend.
Launched in January, The campaign positioned Mach-E as more than a car: a refreshing way to start the year.
Driving results with Christel Pixi.
To expand reach and authenticity, we collaborated with Christel Pixi, a well-known influencer and winter-bathing enthusiast – to create four short SoMe films exploring hidden bathing spots around Denmark.
Teasers and location hints were shared on Ford Denmark’s social channels, encouraging people to guess where the Mach-E had driven next. The content sparked interaction and inspired Danes to book their own Mach-E test drive to the featured sauna locations..
Results
Reached 850,000 car enthusiasts across Denmark
Generated 6.1 million views across four social platforms
Videos featuring Christel Pixi achieved 325,000 ThruPlays
Resulted in 262 qualified leads across five winter-bathing locations
Facebook Instant Experience: 11.9 sec average engagement time
As part of the campaign, we teased the selected locations on Ford Denmark’s social channels with images from the sites, encouraging people to guess where the all-electric Mustang Mach-E had driven in its search for undiscovered winter-bathing spots.
The posts sparked interaction and drew attention to the experience, inviting Danes to book a Mach-E test drive to the featured sauna locations by the water.
Client
Ford
Agency
Mindshare
made with
Laura Gry Lindholt
Tags
concept, BRAND activation, influencer CAMPAIGN & CREATIVE DIRECTION