The Challenge
When Ford needed a website for their new Performance Vehicles
brand, they told us it would be one of the most visited automotive
websites in Australia, and that they would need it up and running
for the Sydney Motor Show, in two months time. We were briefed to
plan and implement a strategy to communicate the FPV brand online,
however details of the new FPV vehicles weren't due to be release
for some time, and the deadline was looming. It was to be a project
that would demand all of our project management skills.
Our Strategy
Unable to wait for more brand details, due to a tight timeline,
we implemented a phased approach to releasing the website, rolling
out the brand over a number of consecutive stages. As well as
developing the website, we also implemented a Content Management
System to allow Ford to easily update the site internally. As we
were expecting large volumes of traffic, extensive testing was put
into making sure the website was robust, stable.
The Results
In the first year, following its launch, the website has
maintained its position in the top five most visited automotive
sites in Australia. FPV was so impressed with the project's success
that Next Digital has since become a close partner in many areas of
the Ford business. As well as fulfilling a key role in the ongoing
communication of the FPV brand, we have also established an ongoing
relationship with Ford and have consulted on a number of other
projects.