Sharing experiences and conquering life
Beginning tomorrow, Ford is launching simultaneous multichannel marketing campaigns that include new TV spots to support the arrival of Expedition and EcoSport. Along with the usual print and out-of-home advertising, both campaigns feature targeted social content across Facebook, Instagram and Twitter, plus YouTube shopper videos, digital radio ads on targeted stations including streaming radio, and exclusive ads catering to multicultural consumers.
In addition to Ford’s SUV growth opportunity across the country, advertising for the entirely new Expedition is aimed at attracting more African American men to the brand, while EcoSport ads are steered more toward fast-growing Hispanic women buyers.
The campaign for the first-ever EcoSport – “First-Ever” – launches Friday and includes TV ads that tell real stories of real people, as Ford brings to life various “first-ever” adventures. For example, one of the two debut ads highlights a woman’s joy in fulfilling her mother’s life-long dream to go night skiing for the first time.
The campaign, created by ad agency GTB, part of the WPP network, will continue that theme with a digital component aimed at helping consumers identify – and potentially experience – some first-ever adventures. Visitors to the campaign website, www.firsteverecosport.com, answer the question, “What do you want to do for the first time?” Ford’s response will be to make some of those dreams a reality. Winners will be selected in June, based on how compelling, creative and original their stories are.
“The Ford SUV story is not so much about people conquering terrain, but rather people conquering life,” said O’Brien. “Both campaigns emphasize the people over the vehicle.”
The Expedition campaign – “We the People” – uses emotional cues as it profiles real people across the United States. It celebrates the togetherness of friends, couples and groups living their best lives together. Groups featured include:
Cowgirls of Color, a team of African American rodeo riders
Dallas Townview High School marching band
Utah Junior Grizzlies hockey team
Bridge Lacrosse team
The campaign promoting the smartest, most capable and adaptable SUV in its class features TV spots as well as online, print and social media ads. Long-form profiles of the groups in the TV ads will appear online – all celebrating times when people come together with family and friends. The ads highlight how the spacious, technology-packed all-new Expedition can contribute to making time spent with family and friends more special.
“Both campaigns work on such an emotional level,” said Tito Melega, GTB chief creative officer. “They tie together the vehicles and the everyday unstoppable heroes who drive them, by empowering people to strive to achieve dreams they never thought were possible.”