Blended Team Template

Market Call 28th March 2018 INTRODUCTION

Jim Hackett “Ford was built on the belief that Ford President, October 2017 freedom of movement drives human progress. This drives our commitment to become the world’s most trusted mobility company, designing smart vehicles for a smart world that help people move more safely, confidently and freely.”

 © WPP Blended Team OUR CHALLENGE Ford enables people to go the extra mile. How can we combine our heritage in motoring with our foothold in cycling to help people Go Further?

Safety innovation Mobility innovation Team Sky Ride share schemes CSR

OBJECTIVE: • Create a unifying umbrella idea that will • Deliver a positive safety message and spark debate • Connect existing Ford properties including DSFL, Ford safety innovation and Team Sky • Reinforce Ford’s position as leaders in mobility

 © WPP Blended Team THE IDEA

Ford will help unite road users in making the roads a safer, happier and cleaner place by educating and encouraging motorists and cyclists to share the road.

 © WPP Blended Team CAMPAIGN NARRATIVE Roads are shared spaces. Yet there’s a lack of understanding Pollution, congestion, between road users which can lead to unsafe behaviour. health concern

The way we move around cities is changing. With more Cycle lanes, bike schemes, emphasis on air quality and congestion, we’re all being forced to traffic bans re-think the way we get from A-B. More people are taking to two wheels, which means that sharing the road safely is even more important. More cyclists Many cities are moving towards segregated solutions. But for now, Tension & we want shared roads to be safer roads, which is why we’re trying unsafe behaviour to deepen empathy between road users. By pledging to Share The Road, people on wheels can unite in making roads safer, cleaner and happier.

 © WPP Blended Team POINT OF VIEW & TONALITY Ford believes that by deepening understanding between road users, shared roads can be safer roads. We do… We do not…

• Respect all road users; we speak and act impartially • Favour drivers or Ford owners

• Prioritise safety • Judge anyone’s behaviour

• Care passionately about improving air quality and • Preach or sit on a pedestal congestion • Overcomplicate or shy away from important issues • Acknowledge there is room for improvement from everyone – whether it’s Ford, the auto industry, city • Pretend we are cycling or city planning experts – we planners or road users – we’re all in it together partner with organisations and experts who are better qualified than us • Recognise that road users have different needs and points of view; and that no two cities are the same

• Support road users with simple, helpful tips and advice

• Speak plainly and honestly in human-speak, not corporate-speak

 © WPP Blended Team SHARE THE ROAD: KEY PLAN ELEMENTS

THE STORY By creating more harmony on the roads, Ford will unite road users in safer behaviour. Through this campaign Ford will pledge to unite 1 million road users in Europe to Share The Road.

LAUNCH LEVERAGE SUSTAIN

LAUNCH NEWS EDUCATION TEAM SKY SMART MOBILITY CSR, DEALERS & INC. RESEARCH & & DSFL EMPLOYEES ANNOUNCEMENT

SAFETY CONFIDENCE FREEDOM, AIR QUALITY

 © WPP Blended Team EMPATHY TRAINING TOOL @DSFL

• First-person 360 video tool • Experience ‘bad’ behaviour of either cyclist or motorist: 1. Cyclists: • Jumping red light • Cycling wrong way on one- way street • Swerving unexpectedly in front of a vehicle 2. Motorists: • Overtaking too close • Swerving without indicating • Opening passenger door in path of cyclist • Filmed in Barcelona, LHD car • Rolled out at DSFL, dealerships and key events • Soft launch @ DSFL Belgium, 14-15 April • Will live on YouTube for ease of local usage – compatible with many phones/headsets

 © WPP Blended Team WHEEL SWAP EXPERIMENT

• Behavioural science experiment based on 1,000 road users trialling prototype 360 video tool • Objective of the experiment is to prove efficacy of the tool as a driver of behavioural change • Taking place in across Big 5 in high footfall areas:

France 9-10 April Paris Germany 13-14 April Berlin UK 16-17 April London Spain 18-19 April Madrid Italy 21-22 April Turin

• Content will be captured at each location • Results completed early May and integrated into press materials

 © WPP Blended Team LAUNCH EVENT

Thursday 24th May – London • Launch event with Steven Armstrong • Provoke discussion/debate to kick-start Share The Road • Announcement of commitment to unite1 million road users + launch of awareness tools/Ford activities • Supporting video content x2

Hosted by a professional moderator with panellists e.g.: • Ford – Steven Armstrong • Cyclist – e.g. Chris Boardman • Driver – e.g. Seb Ogier • Future city expert e.g. Catapult • Safety expert e.g. BRAKE • Real-world testimonials

Market allocation: • 5 + host x Big 4 (+ UK) • 5 x ERPAs + 1 host

 © WPP Blended Team SAFETY GUIDANCE & SAFETY CARD

COMING SOON • Focussing on improving empathy, we will create content driving simple, tangible and actionable tips that any road user can follow • To be distributed digitally (GUX/Social) and physically: safety card (translated) with campaign merchandise • 2,000 x safety cards distributed per Big 5 at launch; artwork supplied for other markets

 © WPP Blended Team FACEBOOK PLEDGE

Consumers can pledge to Share The Road via simple Facebook frame:

• Provided in PNG format

• Paid support provided centrally to be confirmed

 © WPP Blended Team PLEDGE MERCHANDISE

Consumers can publicly display their pledge to Share The Road via through merchandise via: • DSFL tour • @Ford • Team Sky events • Dealers • Motor Shows Big 5 will receive x2,000 of each item (in English) + 2,000 x safety cards (local language).

 © WPP Blended Team NWP & SOCIAL CONTENT

COMING SOON • Dedicated STR NWP campaign page – in the ‘About’ section • Translated for all participating markets • Full content calendar to span 2018

 © WPP Blended Team TEAM SKY

• Branded Share The Road livery • Rider endorsement & content + DS Content (TBC) • Sir Dave Brailsford video content testimonial (TBC) • Footage from upcoming race to support video content • Confirmation of rider attendance at Launch event (TBC)

 © WPP Blended Team CSR, FORD EMPLOYEES, DEALERS

Employees/CSR • Raise awareness/advocacy of Share The Road through @Ford • Share The Road to become theme of Ford’s Global Month of Caring • Exploring potential to enlist NSC cycling clubs • Exploring potential to improve employee on-site facilities e.g. bike storage/changing rooms

Dealers • Distribute video content/information • Option to distribute merchandise

COMING SOON • Ford Fund ‘Innovation Challenge’ inviting innovators to identify urban or community problems relating to shared roads and pitch innovation solutions to win a bursary • Markets can identify localised issues to address

SHARE THE ROAD LAUNCH 24th MAY

SHARE THE ROAD @ SHARE THE ROAD @ SHARE THE ROAD INNOVATION TOUR DE FRANCE GLOBAL MONTH OF CARING CHALLENGE (TBC)

MAY JUNE JULY AUG SEPT OCT NOV DEC

ONGOING SOCIAL ENGAGEMENT

 © WPP Blended Team CENTRALLY PROVIDED ASSETS/SUPPORT KEY PLAN ELEMENT PR ASSETS MARKETING ASSETS Overall campaign assets • Narrative & message track • Campaign logo • Launch release, campaign factsheet & Q&A • Translated artwork for ‘Dutch Reach’ tips + • Hero imagery printed leaflets x 2,000 per big 5 • Video content x 2 Pledge • N/A • Facebook pledge mechanic • Tote bag / sticker / snap band / saddle cover Experiment & VR • Research findings (pan-Europe + Big 5) • N/A • 360 VR video content + screen grabs Launch event • Media invite & press pack/Q&A • N/A • Funding for attending media • Spokespeople interviews Team Sky • Cyclist & DS video/Nice assets (TBC) • New vehicle livery (TBC) • Race footage (TBC) Ford Fund Innovation • TBC – coming soon • N/A Challenge Employees • TBC – coming soon • N/A • @Ford content • Option to distribute merchandise Dealers • Campaign content • Option to distribute merchandise Digital assets • N/A • NWP page/content Social assets • Social Media Hub article • Paid media support • Imagery, animations and GIFs highlighting issue • 360 + campaign video content  © WPP Blended Team SUGGESTED LOCAL MARKET ACTIVATION PLAN MARKET € PR MARKETING DEALERS/EMPLOYEES Bronze € • Share event live-stream with • Share social content • Distribute video content & media • Paid media support €TBC campaign materials through • Distribute release / materials Ford Stores • Inform local safety partners • Campaign content distributed • Utilise VR asset at local events centrally via @Ford Silver plan €€ In addition to BRONZE: In addition to BRONZE: In addition to BRONZE: • Media to attend launch event • Paid media support €TBC • Distribute campaign materials to • Targeted media sell-in • Develop localised content Ford employees • Place interviews with central calendar • Identify existing dealer events to spokespeople distribute campaign materials • Amplify content through local influencers Gold plan €€€ In addition to BRONZE+SILVER: In addition to BRONZE+SILVER: In addition to BRONZE+SILVER: • Enlist local spokespeople/ • Paid media support €TBC • Develop local employee events testimonials • Develop localised content • Partner with key dealers for • Inform/engage local calendar bespoke events stakeholders/safety partners • Identify local events/opps to • Amplify content through local distribute materials (e.g. local influencers cycling events, motor shows, DSFL, media partners)

• Share updated plan with country marketing Confirm with local marketing any additional merchandise managers (5th April) requirements (local cost, ASAP)

• Set up Big 5 integrated deep dive sessions • Confirm local delivery address for 2,000 x merchandise • Confirm Big 5 activation support budgets Develop local amplification plans (liaise with local • Finalise event plan & all PR, digital and social assets marketing) – by mid April: inc. delivery timings • Identify media/influencers and develop outreach • Confirm event & speakers and begin co-ordinating strategy inc. launch media flights and interview requests • Identify local ‘real-world’ testimonials for use with • Finalise social/content plan local media relations

ERPAS: • Identify opportunities to share campaign merchandise • Plan to share the press materials & localise as locally relevant (e.g. Denmark/Belgium) • Share plan with local safety & city partners /stakeholders for potential tie-ins • Confirm orders for merchandise (if required) • Identify ways to seed/showcase VR tool • Identify ways to seed/showcase VR tool

• Share updated plan with country marketing Confirm with local PR any additional merchandise managers (5th April) requirements (local cost, ASAP)

• Set up Big 5 integrated deep dive sessions • Big 5 Only: Confirm local delivery address for 2,000 x merchandise • Confirm Big 5 activation support budgets Launch NWP content by 24th May (launch event) • Finalise event plan & all PR, digital and social assets inc. delivery timings Develop local amplification plans (liaise with local PR) – by mid April: • Finalise social/content plan • Identify media/influencers and develop outreach • Finalise & Deploy NWP content via confluence strategy inc. launch media

• Identify opportunities to share campaign merchandise

• Identify ways to seed/showcase VR tool

Comms Programme lead (Ford) Emmanuel Lubrani [email protected] Programme lead (Agency) Gina MacCarthy [email protected] Programme manager & DSFL lead Blair Bishop [email protected] Programme support Francesca Alpert [email protected] Innovation Challenge lead Chris Seymour [email protected] Team Sky & social lead Marc Taylor [email protected] CSR lead (Ford) Debbie Chennells [email protected] Marketing Marketing lead (Ford) Helen O’Connor [email protected] Marketing lead (Agency) Anna Stump [email protected] Team Sky lead Andrew Merryweather [email protected] Team Sky support Maisie Fenton [email protected] Digital activation lead (Ford) Gill Palmer [email protected] Digital activation lead (Agency) Hugo King [email protected]