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American automaker Ford just launched a high-energy social-first campaign in Europe promoting its new electric vehicle.
The efforts, developed by global social media agency Born Social and supported by creative agencies Wieden+Kennedy and WPP, seek to tout the all-electric Puma Gen-E.
The campaign is marked by a hero spot titled "Big Cat Energy," alluding to the new EV's concept of a "quiet flex."
The advert is supported by a series of social teasers leading up to the car's reveal, with an image of a black cat against a colorful yellow backdrop.
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"Big Cat Energy" stars a curated batch of European content creators like Wretch 32, Topjaw, Dany Dann, and Marta Sierra.
Contrary to in-your-face and loud luxury cars, the Puma Gen-E showcases a sleek contemporary design, while exuding "big cat" grace through its agile, precise, and powerful performance.
The brand also tapped into content creators who shared "Big Cat Energy" content that captured the car's unique appeal.
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Ford Europe Director of Marketing Peter Zillig shared in a statement how it was collaborating with Born Social to craft the campaign:
"Working with Born Social we’ve been able to bring the energy and excitement of this car to life in a way that feels fresh, authentic, and deeply rooted in urban culture. ‘Big Cat Energy’ reflects the Puma Gen-E’s sleek, confident design, and its quiet power."
This campaign shows how we’re transforming the way we connect with our audiences through social, creators and digital channels."
This latest initiative from the brand and agency is a unique spin on car reveals, with social media marketing at the heart of it.
While most bank on grand spots, Ford stays true to the nature of its new EV with a modern and modest yet classy approach that leverages the reach of social media, highlighting how important it is to work with specialized agencies to create a custom campaign.
Unleash Your 'Big Cat Energy'
The short spot kickstarts with a black cat approaching the new Puma Gen-E.
"There's a new cat on the block," the screen writes with flashy and attention-grabbing animated typography.
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We then see the different creators take the car for a spin around the city, interchanged with quick cuts and close-ups of the EV.
Through fast-paced sequences, the spot then invites viewers to "bring out your big cat energy" with the Puma, ending with a hero shot of the car.
Previously, Ford and Born Social teamed up with legendary footballer Eric Cantona to unveil the latest Capri.
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