Chang’an Ford entrusts Essence with digital media functions in China – Campaign Brief Asia

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Essence, a global data and measurement-focused media agency that is part of GroupM, announced that it has been awarded digital media functions by automotive manufacturing company Chang’an Ford in China. Led from Essence’s office in Shanghai, the agency’s mission includes media planning, media enablement and content innovation for digital branding and performance marketing activities across the company. automotive business of Chang’an Ford, covering all of its vehicles and dealerships in the market.

Chang’an Ford was jointly established by Ford Motor Company and Chang’an Automobile in China in 2001. Today, it is a large-scale automobile enterprise integrating the manufacturing of complete vehicles, engines and transmissions . With production plants in Chongqing, Hangzhou and Harbin, Chang’an Ford’s locally produced car models include Ford Edge, Ford Escape, Ford EVOS, Ford Explorer, Ford Focus and Ford Mondeo.

As part of this partnership, Essence’s early activities with Chang’an Ford include a launch campaign for Ford Explorer, support campaigns for Ford EVOS and Ford Explorer, promotional campaigns for Ford Edge and Ford Escape, as well as a car buying festival campaign featuring Ford Edge, Ford Escape and Ford Explorer. In a key campaign for the all-new Ford Mondeo, Essence used artificial intelligence tools to create a virtual store to generate awareness and interest in the launch, as well as creative content developed from different angles and dimensions to help consumers visualize their automotive experience.

“Over the past few years, Essence has established a leading reputation in China as a next-generation, full-service, integrated media agency with digital heritage and analytics DNA, and a unified approach to data. that bring creative and media together.We are thrilled to partner with Chang’an Ford in the dynamic automotive industry to deliver data-driven media and content innovation – to enhance the value and relevance of its advertising to the benefit of its brands and its consumers, and help drive the growth of its business in the market,” said Benjamin Wei (photo)CEO, China, Gasoline.

Chang’an Ford joins Essence’s rapidly growing and diverse portfolio of customers in China, which includes Crocs, Google, Hermès, UPS and War Horse. Since expanding Essence’s service offering to Beijing and Shanghai in 2019, the agency has seen growing demand from businesses for its transformational approach to marketing driven by data, media use and creativity. to deepen consumer relationships, and expertise in accelerating business and brand growth.

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