Ford: Adapting communications to COVID-19

With planned events and product launches cancelled due to Coronavirus, the H+K Ford of Europe team refocused their comms strategy in two pillars: Inform & Reassure and Distract & Entertain.

The team worked with the local Ford teams across Europe to create timely and relevant brand and business communications which amplify Ford’s response to the crisis. Stories including launching a No Touch Service for key workers, the loan of vehicles to the Red Cross and the production of face shields were issued where appropriate and supported on Ford’s social channels.

In one week, the H+K team, in partnership with Ford’s Public Affairs team and production team Makerhouse, developed, created and launched the new Ford Family Fun Hub. From colouring pages, dot-to-dot and wordsearches, to spot the difference, origami and a specially-created stop-motion ‘Stay at Home Rally’, the site is filled with fun activities for children and parents to enjoy together, and is available in nine languages.

In the first two weeks, the site achieved over 70K page views from over 25K users across 109 countries.

Sector: Mobility + Transportation
Specialist expertise: Issues + Crisis, Content + Publishing Strategy
Office: London