Ford Good
Ford Israel (Delek Motors) & Latet Foodbank
Issue 61 | January 2022
Agency
BBR Saatchi & Saatchi and Leo Burnett Israel
Creative Team
Creative VP Leo Burnett Israel Ami Alush Creative VP BBR Saatchi & Saatchi Igal Ezra Creative Team Lee Harush, Itamar Paradny, Oren Ben Naim, Achiya Darshan, Nitzan Amir, Tomer Attal
Production Team
Production VP Iris Yisraeli Agency Producer Orly Vilenski Traffic Ronit Doanis Studio Manager Lea Avram Vayzer Studio team Zehava Gonen Greenberg, Roni Rappoport, Idan Perets, Dana Schossberger, Sophie Alon, Yulia Zak, Liat Harel, Jenny Gindus, Oren Bar Production Company Og
Other Credits
CEO Yossi Lubaton Account VP Aviv Benzikri Account Supervisor Lior Ben Izhak Account Executive Or Fitussi, Adi Neuberger Strategic VP Yossi Joe Baruch Strategist Asaf Nerson Marcom Director Eva Hasson
Date
September 2021
Background
29.3% of households in Israel were suffering from food insecurity, up from 20.1% before COVID-19.
While the need for food packages had never been so high, there were fewer volunteers to pack the boxes and distribute them to those in need.
Ford decided to do something about this.
Idea
With the high Jewish Holiday season around the corner, Ford teamed up with Latet, Israel’s largest NGO battling food poverty, and issued a nationwide call to people looking to buy a car to test drive a Ford and use their test drive to do some good along the way by distributing holiday food packages to families in need.
Results
All Ford Dealerships took part in the campaign. 160 test drives were booked and over 180 food packages were distributed through this channel so families could celebrate the holidays around a festive dinner table.
Our Thoughts
An idea is nothing more and nothing less than a new combination of two things that already exist. The least obvious combinations, which still manage to solve a problem, tend to be the most effective because they are more interesting and attract greater attention. This is such a lovely idea because it is unusual; because it gives Ford a heart; and because it rewards the drivers with a sense of their own philanthropy.
According to Autotrader, nearly three in four adults who test drive a car end up buying it. In which case this ingenious idea may have sold 120 vehicles worth anything upwards of £2.5 million (or USD$3.3). Now that is good thinking.