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

Article by Christian Andrei, 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

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