The print ad for the 2011 Ford Edge features the slogan “The Edge understands 10,000 word commands” with ruby red lips above it. Based on this full-page ad alone, it is not clear what the product really is.
However once the page is turned, you can see the beauty of Ford’s redesigned crossover underneath of which is another caption which reads, “What other car can say that?” The goal of this ad is to promote the brand’s latest driver connect MyFord Touch technology.
This is also part of the brand’s multimedia marketing campaign targeted at the Edge. Clearly, it has just swung to high gear. Eric Peterson, communications manager for Edge, related that this campaign is a truly distinct way of marketing a vehicle.
As such, Peterson said that they expect the new Ford Edge to get more attention considering that it has managed to change the way we look at a crossover. The Edge does not only have better design and style but it carries the latest MyFord Touch technology which changes how drivers will interact with their own cars, Peterson concluded.
What makes the MyFord Touch technology innovative is that it manages to mix different technologies into a single intuitive and powerful connected driving experience. It also replaces the standard buttons, gauges, and knobs found in most cars.
MyFord Touch allows additional voice commands and offers clear and personalized LCD screens. The system has five-way buttons similar to those in MP3 players and cell phones. The information needed by the driver can be displayed immediately through three options: voice command, touch screen, or remote control. Since the technology is largely innovative, all of the advertising sends consumers to the site of Edge which can be found on www.fordvehicles.com.
Once on this site, customers can then link to a one-of-a-kind interactive experience that has been designed to engage them on how the technology works. Peterson said that the principle of the MyFord Touch is to invite exploration.
The website, according to Peterson, invites customers to discover what the technology has to offer and to even create their own experience by using their very own Facebook page. The print ad does not only show that new Edge but it also puts in information on how the customers can access the mobile site through a smartphone. The different campaigns though, whether it’s digital ads, television, or print, is not limited to marketing the MyFord Touch technology.
It also puts focus on the new exterior design of the Edge as well as that of its fun-to-drive characteristics and unmatched fuel economy. To be able to reach the highest number of potential customers for the Edge, Ford revealed that the print ad will be placed in different specialty publications. These include, among many others, Automobile, Traditional Home, Instyle, Sports Illustrated, Men’s Health, The New York Times, The Wall Street Journal, and Forbes.
Aside from the print ads, the Edge will also be featured in commercials that are expected to air during various popular shows like House, 20/20, ESPN’s SportsCenter, Jimmy Kimmel Live!, and The Tonight Show with Jay Leno. The brand also plans to integrate the 2011 Edge in other programs like the sci-fi series Fringe, The Biggest Loser, Extreme Makeover: Home Edition, NFL on Fox Pregame Show, and Bravo’s The Fashion Show 2.
Peterson added that digital marketing will also be done. Peterson related that when customers go online to look and shop for the 2011 Edge, the brand will be there. It is designed to be part of the customer’s shopping experience or embedded in the text. With all these marketing campaigns, Peterson said that the brand hopes that it will be relevant regardless of the media used. The 2011 Ford Edge is a good example of design, top-of-the-class powertrains, and technology -- all in a revamped package.
Since the latter part of 2006, the Edge has always been the market leader for midsize crossovers. Figures show that year-to-date sales total tomore than 400,000 units. For the 2011 version, the technology and style have been combined in a manner that gives customers more of what they have learned to love.