Ford’s Drive One campaign enters next phase, more ads to be broadcasted soon

Article by Christian A., on May 1, 2011

Ford Motor Co. is embarking on the next phase of its national Drive One ad campaign. In the past weekend, Ford bought four TV ad spots on all major networks, according to Thomais Zaremba, Ford car communications manager.

She didn’t indicate what Ford spent on this marketing strategy. It was in 2008 that the Drive One campaign debuted. Its workers discussed new cars for consumers who believed that Ford only had Mustangs and trucks in its lineup.

A year after, the campaign shifted to messages from customers who talked about features. Toby Barlow, chief creative officer at ad agency Team Detroit, said that this is the “next iteration." About 20 people were involved in the latest commercials.

They were made to believe that they were included in a focus research group. They were then asked to go inside a room where they had to answer questions by actors who played aggressive reporters, asking about their thoughts on Ford vehicles.

Barlow said that they were ‘nervous’ that the people would walk out but instead, they appeared comfortable. There will be more ads for the new Focus and Taurus. The national campaign will coincide with the new regional Swap Your Ride ads that began this month.

These campaigns are the result of brainstorming before the vital spring selling season even when research by Nielsen Co.'s Global Automotive Division indicated that existing campaigns still resonated with consumers. Ford hoped the new ads, which use the consumers’ voice, wouldboost the credibility of its message.

Topics: ford, advertising

If you liked the article, share on:

Comments

Recommended

British luxury automaker Aston Martin celebrates its new partnership with the Henley Royal Regatta sporting event by designing a one-off DB11 sports car that they recently revealed. The car explores...
by - June 28, 2017
The 2018 Dodge Challenger SRT Hellcat as we know, is the Demon's less powerful sibling, and there’s nothing wrong with that. But have you ever imagined how it would look...
by - June 28, 2017
Sorry Uber, but Handsome Cabs taxi company has something no one else can offer - a Lamborghini Huracan that can take their clients from Point A to Point B. This...
by - June 28, 2017
BMW saw a potential oil leak on the new M760Li, prompting them to recall the said vehicle last April. Today, a little over two months after issuing the first recall,...
by - June 28, 2017
Without a doubt, the SUV segment is getting increasingly more saturated. This month alone, we were greeted with city-oriented SUVs from the Kia Stonic to the Hyundai Kona, and now...
by - June 27, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries