Ford aimed to shift its image from trailing in electric vehicle (EV) development to leading the mainstream electric transition, especially with the UK's 2030 ban on petrol and diesel cars to cut CO2 emissions.

Facing consumer hesitancy, particularly in rural areas, Ogilvy chose Britain’s smallest town, Fordwich, for an innovative test drive event, rebranded as FORDSWITCH.

Here, residents tried the new electric Mustangs, addressing concerns about EVs and charging infrastructure with British Gas's assistance.

Collaborating with Fordwich's Mayor and Canterbury's local MP, we offered the first test drives of the all-electric Mustang Mach-E, aiming to ease EV adoption fears.

Our hyper-local PR strategy involved community engagement through Fordwich’s council newsletter, local clubs, Facebook, and calls to pubs, generating buzz before the launch.

The event featured prominent interviews, achieving national and international coverage, sparking a global EV conversation.

As a lasting contribution, Fordwich received its first electric charging station, marking a significant step towards Ford’s electrification journey and challenging rural perceptions of EVs.