Ford Launches Engagement Campaign for 2019 Models

Ford has announced its “Built Ford Proud” advertising campaign, which emphasizes innovation to promote several new vehicles that will hit the market in 2019.  The company worked with advertising agency Wieden + Kennedy to create this multi-channel campaign that blends respect for the automotive manufacturer’s legacy with a focus on new vehicular technologies.
 
“Every Ford employee I know comes to work each day proud to drive a Ford vehicle and to build great products, services, and experiences for our customers,” says Joy Falotico, Ford Group Vice President and Chief Marketing Officer. “That’s at the heart of this campaign.”
 
The first television spots feature actor Bryan Cranston (of Breaking Bad fame).  They will premier during an NCAA football broadcast, along with an online campaign. The campaign runs through 2019 across broadcast, digital, and print channels.
 
The ads introduce Ford’s latest vehicles in the SUV and truck segments, including the Ranger pickup, which has started production at Ford’s Michigan Assembly Plant, and the new Escape and Explorer that will go on sale next year.
 
More than 3,000 Ford dealers previewed the first ads during Ford’s annual dealer gathering in Las Vegas.  Ford also worked with its Marketing Dealer Advisory Board – which includes dealers from across the U.S. – on the campaign strategy and creative execution, which includes national and regional ads and digital content.
 
“This is what it means to fly the Blue Oval,” says Sam Pack, owner of Sam Pack Five Star Ford dealer group. “I’m proud to play a small part in the Ford family, giving back to the community and seeing how excited owners are to drive Ford vehicles and to have new products in the hottest segments about to go on sale.”
 
The company’s new lineup of vehicles will include more hybrid models and electric vehicle choices.  All of these will feature Ford’s Co-Pilot360, the brand’s suite of standard driver-assist technology.
 
In addition to Ranger, Escape, and Explorer, Ford also is launching in 2019 the Mustang GT500, F-Series Super Duty, and Transit full-size van. A fully electric performance utility is coming in 2020.
 
Additionally, the company is introducing customer service actions aimed at making vehicle ownership easier.  The company is also launching a rewards program, similar to those offered by airlines, coffee, and financial services companies.
 
“Instead of attracting customers to showrooms with incentives and conquest offers, we are shifting to a customer loyalty program modeled after frequent flyer rewards,” says Mark LaNeve, Vice President, U.S. Marketing, Sales and Service. “We want their experience with Ford vehicles to be worry-free and seamless.”
 
FordPass Rewards, available through the FordPass application and set to launch in early 2019, will allow customers a means of earning points that can be used toward sales, service, and other experiences.  The company is also taking fitness actions to reduce manufacturing complexity, which will significantly reduce the time needed to order new vehicles.
 

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing