Ford Vignale, A Different Take on ‘Premium’


Ford Motor Company were looking for new and creative ways to build their new premium brand Vignale. They wanted to do ‘premium’ in a different way and in particular to get away from traditional ‘big-spend’ traditional media advertising. THE LOFT (and partner Percepta’s) principal idea was to integrate each of the different parts of the customer-experience process to create a high-quality and bespoke brand experience would differentiate Vignale against other premium brands in the automotive world who used a much more traditional siloed approach.

This approach was presented to Ford Motor Company Europe alongside a sample brand-experience. Various campaign ideas from this presentation were taken-on and adopted by Ford.