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Campaign Duration: October 3 - November 11
Total Impressions: 9,502,717
Attention Time: 42 seconds (+163% vs. industry benchmark)
Engagement Rate: 0.092% (+15% vs. rich media benchmark)
Link Click Rate (LCR): 10.87%
Qualified Traffic: 857 high-intent potential leads sent from banners to the website
Zero-Party Data: 7,882 real user interactions captured
While the electric vehicle market in Turkey was growing rapidly, consumers had significant questions about how to approach this transformation. It was precisely at this point that Ford entered the scene with a strong and comprehensive electric vehicle lineup, expanding its electric product range with the Explorer, Capri, and Puma Gen-E. Although the market was still in its early stages of maturity, Ford, with its long history and strong brand perception, was in an advantageous position to meet consumers' search for reliability. The "Ford Era of Electric" campaign, conveying the message "There were electric vehicles before, but Ford wasn't behind them," was born from this local insight.
Transitioning consumers to Electric Vehicles (EVs) requires more than just top-of-funnel awareness; it requires knowledge and trust-building. When Ford launched its new 100% electric family, featuring the Explorer, Puma Gen-E, and the all-new Capri, they faced a classic digital marketing dilemma.
EV buyers have complex purchasing journeys. They have specific questions about design, range anxiety, and charging logistics. Standard static display ads or passive videos, which typically capture only 1-2 seconds of attention, were not going to be enough. Ford needed an advertising solution that could actively hold user attention, educate the market, and understand true purchasing motivations in real-time.
The campaign shattered industry benchmarks, proving that automotive audiences are eager to engage when the experience is interactive and user-centric.
1. Unprecedented Active Attention (42 Seconds) The standout success of the campaign was the staggering 42-second average attention duration. In an ecosystem where the global rich media benchmark is merely 16 seconds, Ford held user attention for 163% longer. Crucially, this wasn't passive video viewing; this was 42 seconds of active engagement, users tapping, reading, and learning about Ford's electric lineup.
2. Delivering Intent-Qualified Traffic Generating traffic is easy; generating qualified traffic is hard. The campaign achieved an impressive 10.87% Link Click Rate (LCR). This means that 1 in 10 users who entered the conversational flow actively chose to visit Ford's website.
Ingosa delivered 857 highly qualified potential leads. These users didn't click accidentally; they discovered the models, had their questions answered within the ad unit, and made a conscious, intent-driven decision to explore further.
3. A Tale of Three Models: Tailored Funnel Success The campaign's structure allowed Ford to measure distinct performance metrics for each vehicle, proving that one campaign can achieve three different funnel objectives:
4. Smart Optimization: Mobile-First Dominance Ingosa’s real-time analytics provided concrete directives for future media buying. The 320x480 (mobile-only) format was the absolute winner, achieving a 0.096% Engagement Rate (21% above benchmark) and a 12.50% LCR. This proved that interactive EV discovery is a predominantly mobile-first behavior, allowing for smarter budget allocation in future campaigns.
While the traffic and engagement metrics were outstanding, the most powerful outcome of the campaign was the collection of Zero-Party Data.
Through 7,882 actual user interactions, Ingosa provided Ford with behavioral market research that a traditional focus group could never match. Because users were clicking to satisfy their own curiosity (action-based data) rather than answering a formal survey (declarative data), the insights revealed the true psychological blueprint of the modern EV buyer.
The Ultimate EV Marketing Formula: "Attract with design, convince with range, add value with technology."
This zero-party data provided Ford with a crystal-clear, data-backed roadmap for future creative messaging, proving exactly what consumers care about at each stage of the funnel.
The Ford Electric Family campaign redefined what programmatic display advertising can achieve. By leveraging Ingosa’s Conversational AI, Ford didn't just buy ad impressions; they captured 42 seconds of undivided active attention per user, generated intent-qualified potential leads, and harvested thousands of zero-party data points.
This is proof that the results you can achieve are exciting when you bring the right advertising model together with the right consumers.
You’ve seen how conversational ads delivered big wins. Ready to do the same? Sign up to build interactive banners in minutes and achieve 10× more engagement, double the conversion rates, and 100% brand-aligned creativity for your next campaign.
Or say hi!: connect@ingosa.ai
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