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Challenges
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.
Methodology & Strategy
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.
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Performance & Results
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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