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Summer 2021 Intern Project

AUG 2021

The DisruptorZ + The Ford Maverick

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Meet Team 2: The DisruptorZ

Fatima B Saeed

Data Analytics

Kyle Saurbier

Copywriter

Devin Walton

Talent Development

Gabriella Cruciani

Art Director

Kayley Alsina

Strategy

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01 The Ask

02 The Challenge

03 The Research

04 The Strategy

05 The Big Idea

06 The Campaign

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The Ask:

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THE BRIEF

The Ask

Gen Z is a new generation emerging into adulthood. �With new audiences come new challenges. We were asked: ��What can we do better to connect with Gen Z?

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THE BRIEF

The Ask

This meant:

Creating a compelling social campaign for Ford Maverick targeted to GenZ

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The Challenge:

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In combination to social unrest, climate change, economic crisis, and COVID-19 Gen Z has obstacles every turn they make. The unexpected has become expected.

THE BRAND CHALLENGE

The Challenge

Simply put, Gen Z sees Ford as the old man in the room.

They lack the expression of shared experiences with this generation so there is less interest in their vehicles

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The Research:

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GEN Z IS...

The most racially and ethnically diverse and are on track

to be the most educated generation

52% are non-white

57% are enrolled in a 2 or 4 - year college.

The Research

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GEN Z IS...

In a financial bind

Generation Z’s average debt increased by 39%, more than any other generation.�

50% of Gen Z saw job loss due to the pandemic.�

They have less saved money than any generation before them.

The Research

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GEN Z IS...

A generation that values authentic experiences

According to Edelman shared experience is key to creating this.

The Research

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GEN Z IS...

Collectively conscious in their consumption

Gen Z 56% adults favor phasing out production of new gas-powered vehicles

The Research

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GEN Z IS...

A different type of car shopper

IBM study shows that the majority of Gen Z shoppers value a seamless and customized experience.

The Research

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GEN Z IS...

A digital native generation

55% of Gen Z use their smartphone 5 or more hours a day�

31% of Gen Z feel uncomfortable if they are without their phone for 30 min or less a day

The Research

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The Strategy:

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EXPLORATION

The Strategy

There are few important points to know about Gen Z to truly understand their lifestyle.

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In combination to social unrest, climate change, economic crisis, and COVID-19 Gen Z has obstacles every turn they make. The unexpected has become expected.

EXPLORATION

In combination with social unrest, climate change, economic crisis, and COVID-19 Gen Z have obstacles every turn they make. ��The unexpected has become expected.

The Strategy

While growing up new crises have placed obstacles in their way.

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In combination to social unrest, climate change, economic crisis, and COVID-19 Gen Z has obstacles every turn they make. The unexpected has become expected.

EXPLORATION

Naturally, anxiety and apprehension leads them when making decision of transition.

Prolonging these transitions is the best resolution to the uncertainty.

The Strategy

Because of this life has been held to a state of prolonged uncertainty for them.

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In combination to social unrest, climate change, economic crisis, and COVID-19 Gen Z has obstacles every turn they make. The unexpected has become expected.

EXPLORATION

�Adaptability and multiple avenues are the solutions to pursuing change in the face of the unexpected.

��Gen Z has learned you can’t count on what you think is next so why not do it all?

The Strategy

But, when opportunity strikes they pursue life by chasing after all their goals.

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OUR INSIGHT

The Strategy

Transitioning into an adult looks different than any generation before them�.

Choosing a new path for Gen Z isn’t always clear, �so instead �they decide to do everything and more.

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The Strategy

Gen Z is a Generation of Hustle

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WHO THEY ARE

Adaptability and an uncompromising attitude are what make up this generation. Delayed change doesn’t mean giving up on goals. ��This hustle is about pursuing everything a person may want in life.

The Strategy

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As Gen Z, the Maverick is different from those that came before it

The Strategy

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The Maverick

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Maverick’s versatility, capability and ingenuity shows it was built �for the

Hustle Life Generation.

The Strategy

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The Maverick

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It has the adaptability to change with you and allows this generation to

say YES to

every opportunity they encounter.

The Strategy

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The Maverick

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The Big Idea:

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Born Boundless.

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Brand Manifesto

The world is a big place

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But you already knew that.

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They say it’s unstable too

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But you’re not bothered by that.

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You’re ready for all of it.

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The good, the bad, the not-so-good, and the great.

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Because you’re a Maverick.

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And Mavericks don’t ask for permission or beg for forgiveness.

They just go.

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That’s why we built a truck for people like you,

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The dreamer turned doer,

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For the people make up their minds and then un-make them.

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For the ones who roll with the punches and then throw a few of their own.

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Introducing the all new Ford Maverick:

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A truck built for both.

For the Driver Born Boundless

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The Campaign:

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#MavMade ‘21:

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Execution 1

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#MavMade21

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Cities

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Population: 950k +

UT Austin

(Total enrollment: 50k+)��Known for vibe of “Keep Austin weird” which extends into its culinary scene.

Population : 2.6 M

It’s Millennium Park is a frequent spot for locals and visitors. ��Popular for its variety of visual, performance, and agricultural artwork.

Population: 20.4 M��One of the most vibrant places in the world esp Times Square��NY University, the largest college with 51,847 students.

Population 217k +�

Known for its hipster & crunchy-friendly behavior. �

Its Saturday Market is an outdoor arts & crafts market, the largest continuously operated outdoor market in the US.

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Container 1: Tiny Home Builders

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Tiny Home Influencer: Jenna Spesard

A Tiny House Girl & Travel Blogger. ��“A fulltime happiness addict with the freedom to travel the world, and I’m never turning back. I hope my blog inspires you to follow your own journey to happiness..”

Followers; ��900K - Youtube�79.4K - Instagram�67k+ - Twitter

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Container 2: Urban Gardeners

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Urban Gardener Influencer: Brian Brigantti

Known as Redleaf Ranch.

“From NYC to the heart of Tennessee Reconnecting With Nature & Self.�The homesteading life is full of endless possibilities...”

Followers; ��712.5K - TikTok�2.52K - Youtube

5525 - Instagram

�

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Container 3: Street Artists

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Street Artist Influencer: Nina Wright�

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Known as Girl Mobb. Started a Graffiti camp for Girls.�

The mission is to teach young women (ages 12 to 17) to develop talent and create opportunities for young people creating public art.��“Hope to serve as inspiration for other budding artists & shift that gender imbalance..”

Followers; �

7,512 - Instagram

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Instagram-able Wall

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Earned Media

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Social:

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Execution 2

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Geo-targeting Platform Takeover

TikTok

The Platform is especially attractive to Gen Z

Unprecedented amounts of creative freedom

Utilizing DMA Geo-targeting technology to advertise and promote #MavMade’21 on TikTok

Sharing more relevant and engaging content in the designated locations of pop-up event

Brooklyn, NY
Austin, TX
Chicago, IL
Portland, OR

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Social Media

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Streaming Takeover:

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Execution 3

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Rick and Morty Takeover

#1 comedy sitcom in America for young people ages 18-30

Idea: Create an interactive Rick and Morty TV episode that allows viewers to choose their own adventure.

Marriage of Rick and Morty & Black Mirror: Bandersnatch

Users would actively shape the story line as they go, each choice leading to a different experience

Cartoon Ford Maverick integrated into the multiverse storyline

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Further Suggestions:

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The Boundless Pod

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Ford Maverick Sponsored Reddit Page

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X

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Media Timeline:

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