New Delhi, India, June 27, 2017 – After urging customers to make safety a priority with its campaign The Uncomfortable Question, Ford is back with another unique campaign – The UnSkippable highlighting how safety in Ford cars is unskippable.
The campaign innovation is built on the insight that suggests 76% of consumers skip the ads because it is an ingrained habit * – nearly equalling the percentage of consumers preferring other benefits over safety as per a recent Ford survey.
Continuing with the child protagonist from the Safety campaign, the new YouTube exclusive commercial extend the narrative with the young girl asking netizens if they were looking for the ‘Skip Ad’ button. The inability of users to skip the ad despite the urge to do so, however, leads to the revelation of safety being UnSkippable in Ford cars, delivering the message in a unique and thought provoking way.
The innovation draws from Ford’s focus on automotive safety and is an extension of recently launched television ad in which an anxious daughter questions her father on how will he ensure her safety in the rear seat? The confident father, being happy with his choice, assures the daughter with the proven safety credentials of his Ford EcoSport that boasts of six airbags for all-around protection.
Ford has an unparalleled focus on safety and it’s the only automaker to offer up to six across its product range. Other safety innovations in Ford cars include knee- airbags, robust passenger cage, ABS, EPAS, EBD, Ford MyKey and Emergency Assistance.
The ad will follow an integrated communication approach and optimally leverage all paid, owned and earned media channels including social, digital and mobile for the ad.