“As consumers explore new powertrain options, understanding mindset is increasingly more important as intenders think about EVs differently than gas-powered vehicles. GumGum’s ability to align Escape PHEV messaging with moments of active consideration allowed us to stand out in a crowded market and connect with buyers in a more impactful way.”
(above GumGum average)
As the automotive landscape rapidly evolves, Ford faced growing competition not only from long-established manufacturers, but also from electric-first disruptors like Tesla and emerging EV startups.
For the Escape PHEV, the challenge wasn’t just awareness, it was shaping perception and influencing consideration among consumers actively researching their next vehicle. Ford needed to cut through category noise and connect with true car intenders, reaching them at moments when they were mentally open to evaluating new powertrain options and vehicle features.
Ford, in partnership with their agency Mindshare, partnered with GumGum to approach the campaign with a mindset-first strategy, focusing on what consumers were thinking about in the moment rather than relying on past behavior or audience assumptions.
Using contextual intelligence, we identified digital environments that signaled active vehicle consideration, moments when consumers were evaluating tradeoffs like efficiency, performance, and long-term value. By aligning Ford Escape PHEV messaging with these high-intent mindsets, GumGum ensured the brand appeared when consumers were most open to discovering and comparing new vehicle options.
To reach true car intenders, GumGum analyzed contextual signals tied to vehicle research and comparison behavior, including content related to competitive automotive brands, personal finance, technology, and lifestyle decision-making. These environments reflected moments when consumers were actively weighing their next purchase, rather than passively browsing. By placing Ford Escape PHEV messaging within these contexts, GumGum connected the brand with consumers earlier in the consideration journey, before they narrowed their options, positioning the Escape PHEV as a relevant and compelling choice in a crowded category.
To capitalize on these high-intent moments, the campaign leveraged a mix of high-impact and interactive creative formats, including In-Screen Expandable and Hang Time units.
Interactive formats played a critical role in sustaining attention, particularly Hang Time units, which encouraged users to pause mid-scroll and actively engage with Ford’s messaging. GumGum’s attention measurement confirmed that when users encountered Escape PHEV messaging in the right mindset, they didn’t just see it, they stayed with it.
By combining mindset-based contextual targeting with attention-optimized creative, Ford successfully connected with consumers during moments of genuine consideration, driving strong engagement in an otherwise saturated category.
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