Typically, new vehicles are revealed at auto shows, covered mainly by automotive-focused publications. We knew in order to attract the next generation of BEV adopters, who likely haven’t engaged with Ford before, we needed to develop executions that caught the attention of mass media outside of just the automotive category to generate widespread excitement.

However, with the vehicle still in development, there was not much to show before the official reveal event. So, we made our weakness our strength by treating every piece of information we shared like it was a leak to the media. This strategy made every piece of information dropped an opportunity to build anticipation for our audience like a trail of breadcrumbs.