Ford brand to boost marketing by 20%

[rickaren]

Ford brand to boost marketing by 20% in fourth quarter

Posted Thursday, Oct 8, 2009, 12:47 pm in Employee News

Ford Motor Co. will spend up to 20 percent more on Ford-brand U.S. marketing in the fourth quarter as it launches the next phase of its Drive One campaign, the Automotive News reported.

The newest Drive One ads will begin airing Monday, Oct. 12, the trade paper said. They are 15-second spots starring real-world owners talking about features they love about their cars, the Automotive News said. As many as 40 spots will eventually get into rotation on television. They also will be used for online promotion, company officials told the paper.

Ford launched Drive One in April 2008 with ads touting quality, safety, smart technology and environmental features, the story said. Phase one highlighted rational reasons such as fuel economy for considering a Ford vehicle. With the newest ads, Ford will try to appeal to car shoppers’ emotions, the Automotive News said.

Owners were invited to focus groups and filmed without being told that Ford, if granted permission, would use the footage for commercials, the story said.

According to the paper, Ford’s research shows that the Drive One message has resonated with consumers. During the first six months of 2009, favorable opinion and shopping consideration among probable buyers rose by 17 percent and 13 percent respectively, he told the paper. (Automotive News)