Riding in a 480 horsepower 2019 Bullitt Mustang doing more than 130 mph around Las Vegas Motor Speedway might not seem like the way a new marketing campaign is introduced, but for the more than 3000 U.S. Ford dealers, it was the start of an introduction that will change the face of Ford Motor Company’s marketing for quite some time to come. I was privileged to be invited to participate in the bi-annual Ford Dealers meeting called “Inside the Oval” (referencing the Ford blue oval logo) in Las Vegas two weeks ago. In a flourish of pomp and circumstance from CEO Jim Hackett and his executive committee, Ford introduced its new direction for marketing: Built Ford Proud.
The campaign features a new direction and “attitude” for company ads centered around a new brand promise with two key components – Worry Free and Unstoppable. Mr. Hackett and his team explained that Ford was built on being a disruptive company, changing the way the world traveled. Henry Ford’s original vision for the Ford Motor Company was to “Open the highways to all mankind,” and the company succeeded by driving the automotive industry. As the leader in pickup truck sales for 42 years, Ford has expanded on a marketing platform of “Built Ford Tough” with the new campaign, under the creative direction of BBDO and Wieden + Kennedy New York. The new brand position, according to Ford director of U.S. marketing Matt VanDyke, is centered around the “swagger” of “building for the next century” the same way it built the last century. The campaign also will focus on humanizing the formerly machine-based advertisements with the help of actor Bryan Cranston. The message includes a throwback to the strength of Ford family roots.
Ford announced earlier in 2018 that the company would no longer be building any sedans other than the Mustang – an announcement they admitted was handled poorly. The product lines were uncovered at the dealer meetings to include the new Ranger as well as a new family of SUV’s modeled after the original Bronco. The new Bronco has not been revealed, but an actual pre-production model of the un-named “baby Bronco” (think Bronco II) was driven onto the stage at the event amidst raucous cheers of delight and anticipation. Other new products were highlighted and discussed, with plans to revamp the entire lineup over the next four years. Finally, the executives explained the media mix that would include NCAA football, World Series advertising, and a variety of other high-profile prime time television programming. In addition, the mix will include a large social media and online component according to Ford Chief Marketing Officer Joy Falotico.
As an observer, the meetings and keynotes were exciting to witness, not only because of the excitement of what Ford is doing to re-invent itself but also the strategy it used to create the communications plan. As a student, it was fascinating to watch how the different pieces were presented to the crowd. To know the different strategies and theories involved in the words they used, such as “Brand promise,” “Market position,” “Media mix,” and “Tone of voice” was, to me, more interesting than the actual ads themselves. I guess that’s why I am studying for my Master of Communications Management degree – to be a part of crafting campaigns like the new Ford campaign and understanding the power of communications.
Reference:
Oster, E. (2018, October 19). With Bryan Cranston at the Wheel, W+K Debuts a New Brand Positioning for Ford: The automaker hangs its hat on being ‘Built Ford Proud’. Ad Week, Retrieved from https://www.adweek.com/brand-marketing/with-bryan-cranston-at-the-wheel-wk-debuts-a-new-brand-positioning-for-ford/
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