Ford Galaxy: Building brand value for Ford - IPA Effectiveness Awards Case Study 1998

Brief Description: The campaign objective was to support the launch of the Ford Galaxy into the MPV sector to beat Espace sales, achieve brand leadership within 12 months and reach an up-market audience. Using press, TV and posters the 'Travel First Class' campaign exceeded all expectations. The Galaxy became sector leader within two months, brought new customers to Ford and easily exceeded the sales target ;---(TAGS)--- Full Title: Ford Galaxy - building brand value for Ford ; Number: 1998/23 ; Brand Name: Ford Galaxy ; Client: Ford Motor Company Limited ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: Young & Rubicam ; Author: John Howkins ;