Brand Strategy & Brand Experience
Brand Overview:
Ford is an automotive company that manufactures high quality vehicles including cars, trucks, and sports utility vehicles. Ford was founded by Henry Ford in 1903 as an American automotive corporation. Currently, Ford is stepping into the market of electric transport by announcing their new Ford F-150 with the full hybrid V6 engine. In addition, Ford announced in September 2021 an investment of $11.4b in 2 U.S sites focused on production of electric vehicles and batteries.
Advertising Objectives
To position the Ford F150 as the truck "that man" drives. You know the one — the family-oriented, strong, passionate, responsible man. That man. We want to make Ford a leader in the electric truck category by increasing brand awareness. In addition, increase the waitlist signups by 10% in the next quarter and build a tight-knit community.
Current Brand Presence
Speaking of electric cars, people would normally think about brands like Tesla and Lucid Motor.
Current Barriers
57% of the potential consumers are concerned that EV’s current range is not suitable for long-distance trips.
60% of the consumers are unsure whether freeway or stop-and-go traffic would be less demanding on an EV’s battery.
The Creative Solutions
Main Idea
Sustainable every step of the way and reformed to last forever. Our goal is to provide a reduced price point for consumers who engage with the brand to increase awareness of the sustainable trend in the fashion industry.
Target Audience
Primary Audience:
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Men ages (45-60)
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Blue collar worker in midwest United States
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High School Graduates and/or Bachelor's Degree
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Makes $70k-120k per year
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Married with kids -- family orientated
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Uses Facebook and Twitter
Secondary Audience
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Men ages (35-55)
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Blue collar worker in southern United States
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High School Graduates and/or Bachelor's Degree
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Makes $50k-80k per year
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Single
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Uses Facebook, Instagram, dabbles in TikTok
What consumers think now v.s. what we want them to think
What we want them to think:
What they think now:
The Ford F150 Lightning redefines the typical pick-up truck experience.
People don’t normally connect driving a truck as a luxury experience
Key Promises
We will collaborate with Airbnb for audience to experience the F-150 for themselves. Seeing it for yourself is the key to believing.
Reasons to Believe
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Ford provides configurations for customers to choose from, and each configuration has its own unique aspect to fit different needs and personalities.
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Ford is one of the largest automakers in the US, which holds a strong position in the home market.
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F150 has best-in-class towing and payload, and the powerful V6 engine.
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Interior work surface that allows the driver to have a comfort space to work in the car.
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Max recline seats that provide you the most comfortable space like a bed for you to rest on.
Plan for Deliverables
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Website Mock-up
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OOH
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Email Marketing
How we bring ideas to life
Ford redefines the truck driving experience. Driving trucks is not only for productive purposes anymore but also a luxurious and fuel-efficient experience. So be one of the guys who drive F150, those family-oriented, strong, passionate, and responsible men.
Insight: Practical & Luxury
Collaborate with Airbnb to provide discount rate of renting F-150 for your trip.
Seeing it for yourself is the best way to believe it.
Airbnb Website Mock-Up
OOH Billboard Mock-Up
Email Marketing Mock-Ups
Measures of Success
Measures of Success
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Ford and Airbnb website conversation rates (analytics)
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Increase in waitlist signups
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How many people rent to from the brand experience
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Social media engagement and buzz