Marketing Featured East Asia

Chang’an Ford hands digital media duties to Essence

Shanghai, China – Global data and measurement-driven media agency Essence, has been awarded digital media duties by automotive manufacturing company Chang’an Ford in China. Led from Essence’s Shanghai office, the agency’s remit includes media planning, media activation and content innovation for digital brand and performance marketing activities across Chang’an Ford’s automobile business, covering all its vehicles and dealers 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 manufacture 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.

Benjamin Wei, CEO at Essence in China, said, “Over the past few years, Essence has built a leading reputation in China as a new generation full-service integrated media agency with a digital heritage and analytics DNA, as well as a unified approach to data that brings creative and media closer together.”

According to Wei, they are ecstatic to partner with Chang’an Ford in the dynamic automobile industry to deliver data-focused media and content innovation, improve the value and relevance of its advertising for the benefit of its brands and consumers, and help drive its business growth in the market. 

As part of the partnership, Essence’s activities with Chang’an Ford include a launch campaign for Ford Explorer, sustaining 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 leveraged artificial intelligence tools to create a virtual store to generate awareness and interest for the launch, as well as developed creative content in different angles and dimensions to help consumers visualise their automotive experience.

Chang’an Ford joins Essence’s rapidly growing and diversified portfolio of clients in China, which includes Crocs, Google, Hermès, UPS and War Horse. Since the expansion of Essence’s service offering across Beijing and Shanghai in 2019, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating business and brand growth.