Ford Mustang Mach-E was launched in spring 2021 on the Norwegian and European markets. With the launch of its new all-electric car, Ford has revitalized the Mustang – its most iconic car and brand. With the Mustang as an input factor, it was critical for Ford that the launch campaign “Watch Me” worked according to defined target images. Innsikteriet was given the responsibility of testing the idea for a communication solution for the Norwegian market.
Dyad interviews as testing
The survey was conducted in Norway, England, Germany and Spain. The communication solution that Innsikteriet tested was at the sketch stage – not a finished commercial. The material consisted of a script, moodboard/idea sketches, text posters and the music. Innsikteriet conducted a series of digital dyad interviews – all of which were observed by the client in England and Germany.
The Ford Mustang Mach-E was the best-selling electric car in Norway in May 2021.
For Ford, it was critical to understand how the “Watch Me” campaign would work. The insights have delved into the following issues:
- Immediate impressions. To what extent did the creative idea work?
- Key scenes. Identify and optimize key scenes in the film.
- Engagement. To what extent is it able to engage consumers on an emotional level?
- Understanding. Establish an understanding of how the creative idea worked. To what extent do consumers understand the messages in the movie, and the use of James Brown’s music?
- Relevance. Is the idea relevant and motivating?
- Uniqueness. Does it stand out? How distinctive is it compared to other brands in the market?
- The car. What does it say about Ford Mustang? What does it stand for? Also in light of the fact that it is an electric car.
The Ford Mustang Mach-E is the first pure electric car that Ford has built from scratch. It has been one of the most anticipated electric cars in the market, and was the best-selling electric car in Norway in May 2021.