New Ford Escape gets push from multicultural campaign
firstname.lastname@example.org | 6/18/2012, 12:11 p.m.
"With this campaign, we are using a documentary-style approach as a way to engage and encourage consumers to learn more about the Escape," said Shawn Lollie, Ford manager, Multicultural Marketing. "We created a series of characters who have their lives turned completely upside down once the featured family purchases an all-new Escape."
Lollie said Ford wanted to expand on its past efforts of using comedy, which was seen in the 2011 Ford Explorer multicultural creative campaign, as a way to engage consumers while spotlighting the Escape as a vehicle of change in its owners' lives.
The idea behind the campaign was sparked by the concept of being referred to as "brand new." Brand New, a saying often used in the African-American community, refers to a person who has tried something new or who has bettered him or herself in some form or fashion. In this campaign, it also happens to be the African-American interpretation of the "Go Further" platform recently announced by Ford.
The TV spot, shot in Los Angeles, introduces viewers to the Browns, an African- American family taking part in activities like kayaking, surfing, hiking and spelunking shortly after purchasing their Escape. During both the 30-second and 60-second spots, viewers will witness firsthand how owning the Escape can open their eyes to brand-new and exciting experiences.
In addition to highlighting the fuel economy of the all-new Ford Escape, the spots will also showcase both the available active park assist and the hands-free power liftgate that allows customers to open the rear liftgate with a simple kick of the foot. The vehicle messages are communicated in the ads through the eyes of Stanley the Gas Attendant, Vince the Valet and the Bag Boy, all of whom have been affected by the Browns' purchase of the 2013 Escape.
The fully integrated campaign includes TV, radio and print ads in addition to a digital execution featuring a series of Web videos on www.ford.com/brandnew. The Web videos will also be found on the Ford Escape YouTube Channel and be highlighted on the Ford Escape Facebook page. The radio portion of the campaign will air on the "Tom Joyner Morning Show," "Steve Harvey Morning Show" and on Radio One stations across the country.
In addition to airing on BET, the TV ads will air on TV One, CNN, The Gospel Music Channel, Bravo, TNT and CBS. The print ads will appear in "Black Enterprise," "Ebony," "ESSENCE," "Jet," "Upscale," "Uptown," "Rolling Out," "Juicy Magazine," "Sister 2 Sister" and "Vibe Magazine."
Digital execution also includes music video
As part of the digital execution for the "Brand New" creative campaign, visitors of www.ford.com/brandnew and the Ford Escape YouTube Channel and Facebook page will be able to check out a music video featuring the Bag Boyz who will rap about the hands-free power liftgate in a song titled "Kick It." The original song, which takes its cue from old-school hip-hop music, is an ode to the Escape and the technology that opens up the liftgate with a simple kick of the foot.
"We are constantly looking for unique ways to introduce our product to consumers," said Lollie. "This campaign is a real testament to how you can creatively use comedy and documentary-style approaches to appeal to your target consumers while simultaneously introducing them to the unique features of a new product."
The entire advertising campaign was created by The UniWorld Group, Ford's African American advertising agency of record.
(To learn more about the new Ford Escape and to check out the "Brand New" TV spot and digital campaign, visit www.ford.com/brandnew.)