Ford is one of the world’s leading auto brands. As part of the new Ford Focus launch campaign, the company was looking to increase brand awareness and create chatter around the new car model in the UK specifically. In addition, Ford wanted to reach first-time car buyers, and educate them regarding the updated model’s unique selling points.
Playbuzz conducted a study, aligning specific personality traits with potential car preferences. Based on this hypothesis, a custom, interactive Personality Quiz item was created, presenting data-driven questions that resulted in conclusions linked to characteristics of each quiz-taker. Playbuzz then distributed the item to relevant publishers within the campaign’s target region.
In addition, the campaign allowed Ford to gather valuable insights regarding its prospective customers through their chosen quiz answers, which the car giant could then utilize for the brand’s future marketing initiatives.