Fordswitch & Go Electric

Ogilvy UK

Client: Ford Motor Company

The future's electric. But for some, this poses problems.

In our marketing bubble, we see Tesla and go “wow, electric cars are the future”, but for most that's worlds away. The biggest doubters? Those in rural communities. Why? It’s tricky to understand something you can’t see or touch. So how do we inspire people to switch? This campaign took something incomprehensible and made it so relatable, it organically made global news. It challenged and changed behaviour, turning doubters into believers. This is FordSwitch: how the UK’s smallest town hosted one of the biggest test drives to launch Ford’s Mustang Mach-E.