Ford has rolled out a new brand campaign in the US, which promises the automaker will ‘Go Further’ and improve the eco-friendly technology and performance of its cars.
It’s the first time in Ford advertising history that none of the vehicles in the spots is branded with the familiar blue oval as well as there is no verbal mention of the Ford brand. Why? The automaker wants to target a specific group of consumers who have preconceived notions about Ford, especially about its technology, fuel economy, and design.
In the new 30- and 60-second spots Ford let vehicles speak for themselves showing off style and equipment inside of it and directing viewers to the Go Further web site which then sends them to the Ford Social site where they are invited join the advocate program, follow Ford’s progress etc. The ads are running during popular television programs such as House, Dancing with the Stars, 2 Broke Girls, Smash and Jimmy Kimmel Live.
“We’re aiming these ads directly at the skeptics on the coasts,” said Jim Farley, group vice president, Marketing, Sales & Service. He meant the 70 percent of customers who live on the US coastline from New England down through the Southern border of the country and up the shoreline to the Pacific Northwest. According to Farley, these consumers love Honda and Toyota brands but have a prejudice against Ford.
“We’ve got to shake it up just right, show them the real facts and then constantly reinforce that Ford is a different company than what they think,” he said.
The ad campaign features such car modes as the Ford Fiesta, Focus ST, 2013 Escape and the all-new 2013 Fusion Energi. According to Farley, two thirds of Americans shopping for a new car today look at vehicles from one of three segments represented by those vehicles.
The first ads have been running since April 30 and after one week, Ford will roll out branded spots with a similar look, tone and feel for an additional six weeks, so consumers will be able to recognize the vehicles and then discuss it online.
Ford’s Asia-Pacific and South America regions will roll out the similar campaign later this year following the launch of the EcoSport in the third quarter in Brazil.
At the 2012 Mobile Conference in Barcelona, Ford announced its plans to help avoid a potential threat of extreme traffic jam during the upcoming years.