Ford Debuts Cool New Campaigns for Expedition, EcoSport
Ford has launched simultaneous multi-channel marketing campaigns that include new TV spots to support the arrival of Expedition and EcoSport. Along with the usual print and out-of-home advertising, both campaigns feature targeted social content across Facebook, Instagram, and Twitter, plus YouTube shopper videos, digital radio ads on targeted stations including streaming radio, and exclusive ads catering to multicultural consumers.
The TV ads tell real stories of real people, as Ford brings to life various first-ever adventures. For example, one of the two debut ads highlights a woman’s joy in fulfilling her mother’s life-long dream to go night skiing.
The campaign, will continue that theme with a digital component aimed at helping consumers identify–and potentially experience–some first-ever adventures. Visitors to the Ford EcoSport website answer the question, “What do you want to do for the first time?” Ford’s response will be to make some of those dreams a reality. Winners will be selected in June, based on how compelling, creative, and original their stories are.
“The Ford SUV story is not so much about people conquering terrain, but rather people conquering life,” said O’Brien. “Both campaigns emphasize the people over the vehicle.”
The Expedition campaign “We the People”, profiles real people across the United States. It celebrates the togetherness of friends, couples, and groups living their best lives together. Groups featured include: Cowgirls of Color, a team of African American rodeo riders; Dallas Townview High School marching band; Utah Junior Grizzlies hockey team; and Bridge Lacrosse team.
Tito Melega, Chief Operating Officer of the ad agency GTB behind the campaign said, “Both campaigns work on such an emotional level.They tie together the vehicles and the everyday unstoppable heroes who drive them, by empowering people to strive to achieve dreams they never thought were possible.”
The campaign promoting the smartest, most capable and adaptable SUV in its class features TV spots as well as online, print, and social media ads. Long-form profiles of the groups in the TV ads will appear online, celebrating times when people come together with family and friends. The ads highlight how the spacious, technology-packed all-new Expedition can contribute to making time spent with family and friends more special.
