Business

Norwegian Snapchatters Experienced the New Ford Mustang Mach-E Through AR

+ 9 ppt 

in Ad Awareness

+ 5 ppt

in purchase intent

800 000

in paid reach

3 +

in frequency
The Story
Ford launched their first fully electric SUV with the Ford Mustang Mach-E. The car has sculptural design, cutting edge technology, a range of 610km and the GT model goes from 0-100km in only 3.7 seconds. Needless to say, the Ford Mustang Mach-E is something that both should be and needs to be experienced.
However, when launching cars in 2021, there is a delivery time on the vehicles and often there are not enough cars to display in all the dealerships. Ford partnered up with Snapchat to make sure that through Snapchat everyone in the market for a new car could check out the new Ford Mustang Mach-E, see it in different colors, and learn about its features.
The Solution
Ford found a great way to showcase the new Mustang Mach-E through a Snapchat lens. Mindshare created a lens where Snapchatters could experience the car from the comfort of your own home. The lens included the car in different colors, you could read more about its features, take a look at the interior and even experience it with or without the campaign theme song, “watch me”.
To support the lens Ford utilised Snap Ads targeted towards users 30 years +, but also towards those who had tried the lens or been exposed to the lens.
By showcasing the Snap Ads to people who had used the lens, and showcasing the lens to people 30 years and swiped up on Snap Ads, Ford made sure that people saw different aspects of the car and were served even more arguments as to why Mach-E is the perfect electrical SUV - even if they couldn't test drive it in real life.
Clever targeting set-up with the pixel made sure the funnel approach was in place, and also utilised goal based bidding towards different KPIs in that funnel.

The lens and its Snapcode was featured both in print and on OOH activations in airports, where travelers were greeted with the message that the new Mach-E is out on a test drive on Snapchat. The results? A true 360 campaign with the Snapchat lens at the center.

The Result

More than 800 000 Norwegian Snapchatters interacted with the Mach-E Snapchat lens on Snapchat4, and they did it more than 3 times on average. The Brand Lift showed incredible results for the campaign. Not only was Ford able to lift their Ad Awareness by 9 percentage points1 because of the campaign, they also received a 5 percentage point uplift in purchase intent4. Most importantly, Ford Mustang Mach-E became the most sold car in Norway in 2 out 3 months after launch5, despite that it was launched in May it became the 5th most sold car in 2021 after only 3 months.
"Utilizing the power of Snapchat AR in the Ford Mustang Mach-E launch enabled us to facilitate product interaction and exploration at a scale not possible through other media outlets, engaging our potential customers and making the virtual Snapchat-Mach-E a hero piece of content in our launch."
- Jonas Dahling Hagerup, Communications Manager, Ford Motor Norge

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1Snap Inc. survey of [N=974], [April 22, 2021 - May 31, 2021]. [Control, N = 448, Exposed, N =526].
2Snap Inc. survey of [N=974], [April 22, 2021 - May 31, 2021]. [Control, N = 448, Exposed, N =526].
3Snap Inc. internal data, April 22, 2021 - May 31, 2021
4Snap Inc. internal data, April 22, 2021 - May 31, 2021
5Ford Motor Norge AS internal data, august 2nd, 2021.