Ford this weekend kicks off its new “Built Ford Proud” advertising campaign saying that new vehicles are coming in 2019. The ads are the first output following the redesign of Ford’s global marketing. (See Ford Motor US Sales Reverse in September. Job Cuts Coming and Bye J Walter Thompson as Ford Sacks Global Marketing, Adds New Creative Agency and More In-House Workers) https://youtu.be/OwwW_vuz678
The first television spots have actor Bryan Cranston. They air beginning this weekend during NCAA football on Saturday, along with an online campaign. The campaign runs through 2019 across broadcast, digital and print channels.
The ads talk about Ford’s new vehicles in the hot-selling SUV and truck segments, including the Ranger pickup, which starts production this month at Ford’s Michigan Assembly Plant, and the new Escape and Explorer on sale next year.
More than 3,000 Ford dealers previewed the first ads earlier this week during Ford’s annual dealer gathering in Las Vegas.
Ford also worked with its Marketing Dealer Advisory Board – which includes dealers from across the U.S. – on the campaign strategy and creative execution, which includes national and regional ads and digital content. These dealers endorsed “Built Ford Proud” for its fresh approach and attitude, bringing to life the soul of the Ford brand as well as the company.
The ads are the first output following the redesign of Ford’s global marketing.
The ads emphasize Ford’s unique family heritage, manufacturing excellence and history of innovation. The campaign features six brand and nameplate ads – plus two full-line retail TV spots. These include:
- A 60-second ad that introduces the world to “Built Ford Proud” and delivering new products and services, not promises
- A 30-second ad that conveys the pride and brand promise found in Ford’s iconic Blue Oval
- A 30-second ad that summarizes the feeling only Ford customers can expect when they buy a new Ford car, truck or utility vehicle
Coming Ford Portfolio
Ford’s new lineup of vehicles will include more hybrid models, more electric vehicle choices and all with Ford’s Co-Pilot360, with driver-assist technology.
In addition to Ranger, Escape and Explorer, Ford also is launching in 2019 the new Mustang GT500, new F-Series Super Duty and new Transit full-size van. An all-new fully electric performance utility is coming in 2020.
Better Customer Experience
Ford also is introducing new customer service actions aimed at making vehicle ownership easier Ford claims, while recognizing customer loyalty with a new rewards program, like those offered by airlines, coffee and financial services companies.
“Instead of attracting customers to showrooms with incentives and conquest offers, we are shifting to a customer loyalty program modeled after frequent flyer rewards,” said Mark LaNeve, vice president, U.S. Marketing, Sales and Service. “We want their experience with Ford vehicles to be worry-free and seamless.”
FordPass Rewards, available through the FordPass app and set to launch in early 2019, will allow customers a means of earning points that can be used toward sales, service and other experiences. There will be more to come on FordPass Rewards in 2019.