In a world demanding convenience, the way people get their vehicles serviced was a century old. Our team helped Ford get customers out of the dealer waiting room by bringing service where they want it, when they want it with Ford Mobile Services.

J160935 VML Mobile Service Case Study Cannes Lion en US 06 22 2026 Final

Ford faced a tough reality: 68% of their owners were choosing independent auto shops over Ford dealers for convenience, regardless of the quality. People were also delaying service because they were too busy. This wasn’t a marketing issue. It demanded a fundamental transformation to align with modern life. 

The strategic insight: stop fighting the home delivery economy and join it. So, taking a cue from its founder’s pioneering spirit, Ford transformed the service experience by bringing mobile service bays to people’s driveways, work parking lots, and even the golf course, helping millions reclaim lost time.

VML helped introduce Ford Mobile Services, a groundbreaking solution that made Ford the world’s first full-line auto maker to deliver dealer service directly to owners. Working with Ford, we helped create a digital ecosystem from the ground up that deploys service to wherever owners are, automatically tracking millions of appointments and thousands of service vehicles and technicians. We also helped create everything from how the service vans were designed and outfitted to how services get scheduled. To make this logistics operation feel deeply personal, the creative team reframed it with messaging focused on giving customers the gift of time.

Over two million services were performed. What’s more this new service model didn’t just bring back and retain customers; it recruited them, setting a new industry standard that competitors are now scrambling to emulate.

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