Client Overview
Hacienda Ford sought to evolve their brand from traditional automotive advertising to a more modern, lifestyle-focused approach. They wanted to showcase their vehicles in a way that resonates with a diverse audience, highlighting the human experience and helping potential customers envision themselves behind the wheel.
Objectives
- Transition from traditional automotive branding to lifestyle-oriented advertising.
- Capture high-quality photos of vehicles in real-life scenarios with different people and professions.
- Showcase human interaction with the vehicles, making them more relatable to potential customers.
- Create a visual narrative that helps customers see themselves in a new Hacienda Ford vehicle.
Approach
Discovery Phase
- Collaborated with Hacienda Ford to understand their brand evolution goals and target audience.
- Conducted a comprehensive audit of existing marketing materials to identify opportunities for a lifestyle-oriented approach.
- Developed a strategy to incorporate diverse representation in the imagery, reflecting different lifestyles and professions.
Visual Strategy
- Shifted the focus from purely product-centric shots to capturing vehicles in dynamic, real-world settings.
- Photographed vehicles with a variety of people, including families, professionals, and adventurers, to showcase the versatility and appeal of Hacienda Ford’s lineup.
- Emphasized human interaction with the vehicles, highlighting how they fit into the daily lives and aspirations of different customers.
Content Creation
- Executed high-quality photo shoots across multiple locations, ensuring a wide range of lifestyle scenarios were covered.
- Created visual content that tells a story, from weekend getaways to daily commutes, helping customers see how a Hacienda Ford vehicle can enhance their life.
- Produced a mix of marketing materials, including social media content, print ads, and digital banners, all reflecting the new lifestyle-oriented brand direction.
Implementation
- Launched the new lifestyle-focused branding across all platforms, including social media, the Hacienda Ford website, and in-store displays.
- Updated the dealership’s visual identity to align with the lifestyle theme, ensuring consistency across all customer touchpoints.
- Provided the Hacienda Ford team with guidelines and training on maintaining the new brand direction in future campaigns.
Results
- Brand Transformation: Successfully transitioned Hacienda Ford’s brand image from traditional automotive to a more modern, lifestyle-focused approach.
- Increased Engagement: Enhanced customer engagement with the brand, as potential buyers began to see themselves in the vehicles through relatable and aspirational imagery.
- Positive Feedback: Received overwhelmingly positive feedback from customers and the local community, reinforcing the effectiveness of the new branding strategy.
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