2011 Ford Edge advertising campaign launched

Article by Christian A., on September 13, 2010

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.

Press Release

Unique, Tech-Savvy Campaign Launches 2011 Ford Edge

  • 2011 Ford Edge comes to market with unique print, television and digital advertising showcasing the vehicle’s MyFord Touch™ driver connect technology, its sharp exterior design and unsurpassed fuel economy
  • An interactive website accessible through www.fordvehicles.com/edge offers consumers an opportunity to explore MyFord Touch in an informative, engaging way
  • Ford will use two consecutive print ads, without a photo of the vehicle on the first page – an unusual move for an automaker
  • Ford Edge has been the leader in the midsize crossover segment since its launch in late 2006, with year-to-date sales exceeding 400,000; the 2011 model sports a bolder exterior design, improved materials and craftsmanship in the interior, new powertrains and a suite of 12 class-exclusive technologies

One of the new print ads just launched for the 2011 Ford Edge features a full-page photo of ruby red lips and a caption that reads, “The Edge understands 10,000 word commands.” It’s not until you get to the second page that you actually see a beauty shot of Ford’s newly redesigned crossover with a caption that begins, “What other car can say that?”

The print ad – which showcases MyFord Touch driver connect technology – is part of a multimedia marketing campaign for the Edge that has just shifted into high gear. It’s a unique way to market a vehicle, and one expected to draw a lot of attention to the new Ford Edge – a vehicle that is redefining what it takes to be a crossover, according to Eric Peterson, Edge communications manager.

“We have even better styling and design, and the groundbreaking MyFord Touch technology will change the way drivers interact with their cars,” said Peterson.

MyFord Touch combines a variety of technologies into one powerful, intuitive connected driver experience that replaces many of the traditional vehicle buttons, knobs and gauges. With more voice commands; clear, crisp, customizable LCD screens; and five-way buttons like those found on cell phones and MP3 players, drivers can choose which information is front and center through a button click, voice command or touch-screen tap.

Because the technology is so revolutionary, all advertising directs consumers to the Edge site on www.fordvehicles.com, where they can link to an innovative interactive experience designed to immerse them in the technology in an engaging way.

“The whole notion of MyFord Touch invites exploration,” said Peterson. “The website invites people in to learn more about the technology and craft a customized experience using their own Facebook page.”

Print ads also include information that will enable consumers to access the MyFord Touch mobile site on their smartphones.

In addition to MyFord Touch, the print, television and digital ads for the Edge spotlight the vehicle’s sharp new exterior design, unsurpassed fuel economy and fun-to-drive characteristics.

In keeping with the Edge consumer, print ads will be featured in a variety of specialty publications including Forbes, Traditional Home, Sports Illustrated, InStyle, Men’s Health, Automobile, The New York Times and The Wall Street Journal.

The Edge also will have a strong presence on national television in commercials airing during popular programming, including The Tonight Show with Jay Leno, Jimmy Kimmel Live!, ESPN’s SportsCenter, 20/20 and House. In addition, Edge will be integrated into programs such as The Fashion Show 2 on Bravo, Extreme Makeover: Home Edition, The Biggest Loser, NFL on Fox Pregame Show and the Fox science fiction series Fringe.

Digital marketing efforts also target the Edge consumer, says Peterson.

“When people are shopping or looking for Edge online, we’ll be there – whether it’s embedded in text or as part of their shopping experience,” he said. “We will be contextually relevant with the way we use all the media channels.”

2011 Ford Edge: Technology, design and class-leading powertrains in revamped package

The Edge has been the leader in the midsize crossover segment since its launch in late 2006, with year-to-date sales exceeding 400,000 vehicles.

For the 2011 model year, style and technology come together in an all-new way, offering customers even more of what they love.

Dramatically freshened for 2011, the Ford Edge sports a bolder exterior design, improved materials and craftsmanship in the interior, new powertrains and a suite of 12 standard and available class-exclusive features:

MyFord Touch
Ford SYNC® with Traffic, Directions and Information
Adaptive cruise control and collision warning with brake support
AdvanceTrac® with RSC® (Roll Stability Control™)
BLIS® (Blind Spot Information System) with cross-traffic alert
SecuriCode™ keyless entry keypad
Six-speed SelectShift Automatic™ (transmission)
Integrated blind spot mirrors
MyKey® programmable vehicle key
Easy Fuel® (capless fuel filler)
22-inch aluminum wheels
iTunes® Tagging in factory-installed HD Radio™ receiver

The all-new powertrain lineup includes a new V6 engine with twin independent variable camshaft timing (Ti-VCT) to help Edge deliver best-in-class horsepower and torque versus standard V6 competitors. Fuel economy is unbeatable, with 19 mpg city and 27 mpg highway (front-wheel-drive, SEL and Limited).

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