Ford F-150

An American Icon Evolves

THE CHALLENGE

Create a communication launch strategy for converting the Ford F150 Pickup Truck to an all-aluminum body

THE JOURNEY

CE engaged a series of creative consumers to help identify interesting ways to communicate the strength and durability of aluminum, which is not generally perceived to be as strong as steel (a fallacy) as Ford contemplated converting its F150 body from steel to aluminum.

THE WIN

We tested a range of communication strategies to understand the best way to talk about the value of aluminum for the F150.  Research validated that emphasizing weight savings versus steel as well as aluminum’s military-grade applications were highly motivating and allayed concerns about a significant change to America’s best-selling pickup truck.