Escape Constraints

Challenge:

Ford Canada was launching the brand new Escape in Canada. The Escape had slowly been losing market share for years, and Ford needed to gain some share back. Several days before the initial marketing plan was due, it was announced that Ford would only sell the highest trim levels for the first 6 months (SEL & Titanium).

Approach:

No direct connection to individual consumers could be made but an Innovation session uncovered an opportunity to merge registrations to consumer data via postal codes. Utilizing Prizm5 consumer data we were able to segment consumers on demographics, psychographics, propensity to purchase competitor vehicles and in the days before high trim level consumers.

Outcome:

Our methodology was adopted by other markets as this methodology connected target consumer selection to sales as well as psychographics and, most importantly media buying. The methodology enabled the media team to geo-target specific neighborhood's to enhance efficiency. The new layers of targeting were also seen as outside of scope and the outside markets were able to charge for the additional work required to do the analysis.