Ford Motor Co.’s new advertising campaign for the re-engineered 2011 Ford F-150 pickup truck has been launched. It features the “rant” style that was first seen in Ford’s 2008 ads for the F-150.
Ford said that while Nielsen IAG was conducting its research on the effectiveness of automotive advertising, it discovered that in the last couple of years, the F-150 brand has become more recognizable because of the rant ads.
Ford found that viewers now associate that style with the Ford brand. Eric Swanson, vice president of Nielsen Automotive, said that these viewers have described the ads to be “clever, unique and informative.”
He said that in television advertising, it is “critical to stand out from the crowd.” The advertisements single out the pickup's durability, fuel economy and capability. Ford offers four new engine options for the F-150: a 3.7-liter V-6, 5.0-liter V-8 and 6.2-liter V-8.
The fourth – a 3.5-liter V-6, direct-inject, turbocharged EcoBoost engine – offers fuel economy gains of up to 20% compared with bigger engines of comparable power.
Now with four new powertrains capable of delivering unrivaled features in terms of performance, power, and even fuel economy, the 2011 Ford F-150 can indeed be considered as the 'truck of the future'. This was the statement released by Ford Truck Group Marketing manager Doug Scott.
Scott added that with a marketing campaign that seeks to meet the preferences of truck buyers, the company stays ahead of its competition. Nielsen IAG researched how effective automotive advertising campaigns were and the result was that for two years now, F-150 was now more recognizable due to "rant" ads.
The research further revealed a score of 72% for Ford against the 63% industry average. Nielsen Automotive vice-president Eric Swanson disclosed that since 2008, the regular use of rant campaigns enabled television viewers to associate these kinds of ads with Ford’s trucks.
Swanson added that the same viewers revealed that the ads were not only informative and unique but clever as well. Television advertising is in an environment that is cluttered and thus it is important to stand out from the rest and the ads for Ford’s trucks managed to achieve that, Swanson shared.