2015 Ford F-150 marketing campaign debuts on College Football Playoff

Article by Christian A., on January 2, 2015

Ford Motor Co. used the first-ever College Football Playoff as a platform to launch its ads campaign for the new aluminum F-150, with the first three spots highlighting how the new body paved way for a more durable and stronger pickup.

Ford will start highlighting how the F-150’s lighter aluminum body makes it the most fuel-efficient gasoline-powered full-size pickup available when the fourth spot is launched at a later date.

The main reason why the truck’s fuel-efficiency advantage wasn’t mentioned in the first three spots could be that Ford is launching the ad campaign for the F-150 earlier than it usual, and its EPA ratings were still not available to be included in the initial ads.

This also indicates that Ford is confident it could attract buyers with other capabilities and features of the new truck, aside from fuel economy.

According to Ford officials, that was the plan all along, and that carmaker has not revised its strategy with the F-150, even as gasoline is in its lowest prices this month in over five years. Ford chief executive Mark Fields remarked that lower fuel prices did not diminish at all customers’ desire for more fuel-efficient products.

The American carmaker ran the first F-150 commercial during Peach Bowl on Dec. 31. Ford also ran spots during other bowl games, including the two semifinal matchups on Jan. 1, 2015, and will run them on Jan. 12 national championship game.

The carmaker’s luxury brand, Lincoln, will also use the bowl games as a platform to launch the ads campaign for MKZ sedan, headlined by actor Matthew McConaughey.

Ford, however, will not advertise the F-150 during the National Football League’s Super Bowl game on Feb. 1. According to Keith Koeppen, Ford’s US marketing communications manager, there is “no bigger stage to debut the F-150 creative than the College Football Playoff.”

 The all-new Ford F-150 is indeed the reinvention of America's favorite truck. It sets new standard for the future of trucks, boasting of being the toughest, smartest as well as the most capable F-150 so far.

Boasting of remarkable blend of impressive power, capability and efficiency, the all-new F-150 employs groundbreaking cargo management and towing solutions. It also employs faster processors for better driving performance as well as advanced materials for enhanced durability and corrosion inhibition. The Ford F-150 is part of the carmaker’s F-Series truck lineup, which is the best-selling truck in the United States for 37 straight years and the best-selling vehicle in the country for 32 years.

Ford Motor Co. chief operating officer Mark Fields commented that the all-new F-150 goes beyond being Built Ford Tough, as it is now both tough and smart. He quipped that while the all-new F-150 redefines the future of trucks, it also serves as an example of the One Ford plan building vehicles committed to delivering the best quality, fuel efficiency and safety, as well as value and smart design.

Ford’s executive vice president and president of The Americas, Joe Hinrichs, quipped that the company has a distinct connection with its customers, thanks to the fact that the F-150 has been able to deliver the tougher, smarter features they wanted as well as the capabilities they needed. He added that Ford’s trucks are built to customers’ high standards.

Ford engineers worked to improve the F-150’s signature fully boxed ladder frame – considered as its backbone – by employing more high-strength steel than ever, thereby making it lighter yet stronger. Its body, on the other hand, makes use of high-strength, military-grade, aluminum alloys that are already employed in other industries.

These aluminum alloys don’t just help improve dent and ding resistance, but also make the F-150 lighter for better hauling and towing capabilities, better acceleration and braking performance as well as efficiency. Overall, these measures allowed the F-150 to be up to 700 pounds lighter than its predecessor.

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