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Thursday, 1 January 2015

Car News: Ford Kicks Off Marketing Blitz For 2015 F-150

Ford’s 2015 F-150 has already received plenty of
press. And now, roughly two months after the first
pilot trucks began rolling off the line, the Dearborn
automaker’s marketing blitz is ramping up just as
the new Ford truck begins reaching dealerships. A
multichannel marketing campaign, from football to
professional bull riding to country music to
smartphones, will reach truck customers where
they work and play.
“Like the 2015 Ford F-150 , Ford’s truck customers
have become even smarter about how they do
their jobs and how they shop for their next truck,”
said director of Ford U.S. Marketing, Chantel
Lenard. “To meet their information-gathering
needs, Ford will gain their attention during
commuting and off-hours while providing on-
demand digital and mobile content that answers
their questions 24/7.”
Ford’s market research shows that truck
customers tend to begin the shopping process
earlier than the typical automobile customer,
starting an average of 233 days before making a
purchase. The data also shows nearly half of truck
buyers end up purchasing the brand they initially
researched.
“From 30-second TV spots to in-depth videos, our
new ads and online content demonstrate to
customers where we’ve delivered improved
capability, while proving the F-150 is a performer
to help them get the job done,” added Lenard.
Three national TV commercials for the 2015 F-150
will make their debut on December 31 st during the
college football playoff for NCAA Division I teams.
The three spots, which are listed and described
below, will emphasize the new F-150’s durability,
class-leading capabilities, and productivity-
building smart technologies.
“Forward March” is a 60-second spot that
introduces the world to the “Future of Tough”
and the all-new F-150
“What’s Next” highlights innovations available
only on the F-150, such as a remote tailgate
release, LED headlamps and spotlights, and a
360-degree camera system
“Move It” shows the F-150 towing a variety of
heavy items, demonstrating its best-in-class
12,200-pound tow rating
“The forward movement, innovation and spirit of
progress embodied in these ads will resonate with
truck customers for whom productivity, making a
difference and building a legacy is so important,”
said Ford Truck Group Marketing manager Doug
Scott.
In addition, Ford and FOX Network Group are
working together to promote F-150 across the
network’s news, sports, and Hispanic outlets, the
latter of which include Fox Deportes and
MundoFox. And the F-150 marketing team will
also reach out to customers with exclusive
webisodic content. For example, ESPN “Sport
Science” creator John Brenkus will host “F-150
Tough Science” webisodes that showcase various
F-150 technologies such as its military-grade
aluminum-alloy body and high-strength steel
frame while “Tough Science” will show customers
how these innovations make the new F-150 nearly
700 pounds lighter and more efficient than any
previous F-150.
The 2015 F-150 will also be promoted with Ford’s
brand content alliance teams, including country
music star Toby Keith, Professional Bull Riding,
NASCAR, and National FFA.

Culled from Motrolix.


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