Ford Credit Link Shared Leasing|短视频|广告营销案例【ADGuider广告指南】

福特信贷链接共享租赁

案例简介：概要汽车行业是最新经历技术破坏性影响的行业。互联车辆、智能设备和密集的城市景观创造了一个移动温室，优步、 Moovel 、 Zipcar 、 Car2Go 等创新者正在现场涌现，并改变我们的移动方式。有了所有这些选择，越来越多的千禧一代没有选择的一个选择是传统的汽车所有权。随着交通选择的不断扩大和发展，我们需要找到一种让福特保持相关性的方法。结果该计划在 2016 届北美国际汽车展上的宣布成为汽车、商业和技术媒体的头条新闻 -- 包括《财富》、《连线》、《汽车新闻》、《雅虎》、《消费主义者》、《杰帕诺尼克》、《流行机械师》 CNBC，PCMag，The Verge 和 more-迄今为止获得了近四分之一的十亿印象。福特信贷链接填补了一个空白，提供了汽车所有权的好处，没有负担，并给千禧一代考虑福特的新理由。这种关注有助于将对福特的看法从汽车公司转移到移动公司，并使福特在不断变化的运输世界中保持相关性。活动描述我们创造了一个全新的汽车所有权类别。福特信贷链接是一种产品，允许多达六名司机共享一辆福特汽车。六个人甚至可能不考虑拥有一辆车。链接应用程序是共享车辆体验的核心，将司机彼此和车辆连接起来。该应用程序帮助司机定位车辆。保留开车时间。检查车辆状态。跟上维护。跟踪燃料支出。联络小组。安排和转移支付。使汽车所有权的想法很难被放弃的共同支付。执行六种方式分割汽车付款的想法立刻就很有吸引力。我们必须确保用户体验同样诱人。我们的设计方法侧重于快速原型和真实世界的测试。解决方案的第一次迭代是在几周内构建的，随后是对俘虏用户的 alpha 测试。通过仔细考虑集团动态和易用性等因素，我们能够在潜在问题出现之前消除这些问题，并使福特信贷链接体验尽可能用户友好。在构建期间,我们与福特 IT 及其法律团体合作，在创建支持新产品的新业务流程时，确定保险合作伙伴和其他解决方案。然后，我们在德克萨斯州奥斯汀推出了最初的版本。随着参与经销商上线和联网车队的扩大，福特将在更多市场推出该产品。战略福特信用链接的创建考虑到了千禧一代 -- 其中一半人在 18 岁之前没有拿到驾照。他们也推迟了汽车所有权 -- 对准入比所有权更感兴趣。福特信贷链接的方法是创建一个以传统汽车所有权没有的方式吸引他们的项目。该计划提供了进入汽车的自由，而没有全额汽车付款的负担。该应用程序旨在使程序和整体用户体验流畅，始终保持用户之间和车辆之间的联系。

福特信贷链接共享租赁

案例简介：Synopsis The automotive world is the latest sector to experience the disruptive effects of technology. Connected vehicles, smart devices and dense urban landscapes have created a mobility hothouse where innovators such as Uber, Moovel, Zipcar, Car2Go and many more are bursting on the scene and changing the ways we move. With all of these choices available, the one option more and more millennials aren’t choosing is traditional car ownership.We needed to find a way for Ford to stay relevant as transportation options continue to expand and evolve. Outcome The program’s announcement at the 2016 North American International Auto Show made headlines across automotive, business, and technology outlets – including Fortune, Wired, Auto News, Yahoo, Consumerist, Jalopnik, Popular Mechanics, CNBC, PCMag, The Verge and more – earning nearly a quarter of a billion impressions to date. Ford Credit Link fills a niche, providing the benefits of car ownership without the burden and giving millennials a new reason to consider Ford.The attention has helped shift perception of Ford from an automotive company to a mobility company, and keeps Ford relevant in the evolving world of transportation. Campaign Description We created a whole new category of car ownership. Ford Credit Link is a product that allows up to six drivers to share a single Ford vehicle. Six people who otherwise may not even consider owning a car. The Link app is the heart of the shared vehicle experience, connecting drivers to each other and to the vehicle. The app helps drivers locate the vehicle. Reserve drive time. Check vehicle status. Keep up with maintenance. Track fuel spending. Contact group. And schedule and transfer payments. Shared payments that make the idea of car ownership difficult to pass up. Execution The idea of splitting a car payment six ways is instantly appealing. We had to ensure the user experience was just as inviting.Our design approach focused on rapid prototyping and real-world testing. First iterations of the solution were built within weeks, followed by an alpha test with captive users. By carefully considering factors such as group dynamics and ease of use, we were able to eliminate potential issues before they could arise and make the Ford Credit Link experience as user-friendly as possible.During the build time, we worked with Ford IT and its legal groups to identify insurance partners and other solutions as we created new business processes to support the new product.We then rolled out the initial release in Austin, Texas. And as participating dealers come online and the connected fleet expands, Ford will introduce the product in additional markets. Strategy Ford Credit Link was created with millennials in mind – half of whom do not get their driver's licenses by age 18. They’re also putting off car ownership – more interested in access than ownership.The approach with Ford Credit Link was to create a program that appealed to them in ways traditional car ownership does not. The program provides the freedom of access to a car without the burden of a full car payment. The app was designed to make the program and overall user experience flow smoothly, keeping users in touch with each other and the vehicle at all times.