Accessibility Mat

By GTB - Sao Paulo

For Ford Motor Company

Winner in category Advertising

In subcategory Promo & Activation

Project Description
In Brazil, there are 46 million people with some type of disability. 7% of them have a motor disability. Despite a wheelchair user being capable of driving an adapted car, when they go to the streets, they must face the overwhelming lack of accessibility, even in the main cities.
For a long time, Ford brand strategy have been based on the idea of promoting mobility and helping people moving freely. The Accessibility Mat came to transform these beliefs into a tangible piece. A piece that can help people moving freely, even when they are outside of a Ford car.
They can move more and explore more the city they live.
A message that “Go Further” is not only a slogan, but a brand commitment.
Agency Solution
The Accessibility Mat is a car mat redesigned to work as a portable accessibility tool for disabled drivers. A piece of design made of a very light and resistant material. The driver just needs to get the Mat in the trunk, fold it, put in the back of their wheelchair and use it whenever they need to.
The idea was to create something from a part that already exists inside the car, giving it a new function. The trunk mat was chosen because of its shape and the Ecosport was chosen because it is the best-selling Ford vehicle for disabled drivers.
The Mat also has sensors and a microprocessor that sends Bluetooth signals to the wheelchair user’s mobile phone and an app with a map point the exactly place it was used. That way we create a precious databank that we can share with local authorities in order to help building accessible cities.
The Accessibility Mat was launched on 23 October 2018, in a Ford event exclusive for media and partners. At the same time, we launched an online film at Fords pages on Youtube and Facebook.
The live events were important to allow our main target, disabled people, got in contact and test the Mat. They could do this in live events like the 30th São Paulo International Auto Show and the Campus Party.
Online we could increase the conversation with the whole target, talking with disabled drivers, accessibility enthusiastic, technology lovers and car fans.
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