The next phase of Ford Motor Co.’s Drive One Campaign wishes to relay to potential buyers how Ford Motor Co. is “different than others.” Reportedly, Ford is set to spend up to 20% more on Ford-brand U.S. marketing in the fourth quarter.
On Oct. 12, the latest Drive One ads will begin airing. Expect to see up to 40 15-second spots rotating on television and online as well. It stars real-world owners talking about features they love about their cars. In April 2008, the Drive One Campaign was launched. Its ads talked about the brand’s quality, safety, smart technology and environmental features. While phase one highlighted reasons such as fuel economy for considering a Ford vehicle, the newest ads will attempt to appeal to shoppers’ emotions. Matt VanDyke, Ford’s director of U.S. marketing communications, explained that at the start of the campaign, Ford wanted to rationally distance itself from the Detroit carmakers and to directly compete with Toyota and Honda.
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