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FORD: #PASSENGERPRINCESS

Cultural Insight

The Ford Mustang Mach-E is the 1st car in the UK with a hands-free assisted driving mode. But... how do you tell a chronically online audience that?!

 

We hijacked a term that the girlies already loved: Passenger Princess – someone who loves being driven around while looking effortlessly stylish. With over 156.5k TikToks tagged #PassengerPrincess, we knew that Passenger Princesses dominated the driving route, the playlists, and the internet. 

 

Idea

We created The Ford Passenger Princess collection: A series of accessories designed to help you look iconic, while the Ford Mustang Mach-E drives itself. 💅

 

Product Design

Whether it’s flexing your Passenger Princess rings, staying moisturised & in your lane with the hand cream, or serving looks in our tinted shades — each accessory was carefully chosen to celebrate everything you can do while being driven in hands-free mode. 

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We then created a design system that fused the girly pink aesthetic of the internet’s Passenger Princesses with the six chromatic colourways of the Ford Mustang Mach-E. This inspiration led to a vibrant, holographic gradient applied across all campaign assets.

 

Rollout

We teased our collection with 3D-rendered visuals that went viral even before launch. Then, fashion influencer Nella Rose launched the campaign to her 1.7M followers by reviewing the products while in hands-free mode. More fashion influencers started reviewing our kits to spread the word: to win a Passenger Princess kit, fans had to sign up to test drive the Ford Mustang Mach-E.

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PR

Ford Passenger Princess was pinned, saved, and even inspired AI-generated artwork from fans. Within days, the collection was snapped up with over 7K enquiries and 47.7M impressions.  Globally, searches for “Passenger Princess” reached a 10-year record high, and a campaign meant for Gen Z audiences even reached LinkedIn Gurus who churned out thought pieces.  Now with the Ford Mustang Mach-E, everyone can celebrate their inner Passenger Princess.

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