FORD
HOW TO CAPRI
In the 60s and 70s, the Ford Capri was the car of choice for stuntmen and movie stars - so when Ford brought it back as an electric vehicle, we needed to launch it with extra vintage swagger and mischief. Having launched the new vehicle as Mischief Rewired, we set our sights on getting playful with the internet to propel the All-New Electric Ford Capri out of the automotive press and into wider culture.
The Capri isn’t just a car, it’s a state of mind. So we made How to Capri, a pan-European social video series led by a 70’s-inspired detective, showing drivers how to use their new Capri - just like the classic Capri.
The new series injected nostalgia directly into the present day with a showcase of iconic car moves inspired by retro cop and detective shows, broken down and taught step-by-step by a 70’s detective.
Featuring quick cuts, a throwback soundtrack, and footage intentionally graded for a 70’s feel, the series updates the spirit of the time whilst being a perfect fit for the modern social audience. The four films rolled out across Europe on Meta, TikTok, and YouTube.
We didn’t just want to talk about the Capri, we wanted to give the internet the keys - so we collaborated on the first ever UK brand partnership with GIPHY, recutting the films into bespoke GIFs available to users on every social platform, amplifying the reach of the content. The partnership went on to smash Giphy’s internal benchmarks.
The campaign delivered: 23.4M Impressions, 8.6M Reach (Organic & Boosted), 1.05M Engagements across social.
The Giphy partnership delivered: 3.16% Search ER - 2.75x higher than 1.15% benchmark, 0.21% Trending ER - 1.17x higher than 0.18% benchmark
