Ford’s 2015 F-150 has already received plenty of press. And now, roughly two months after the first pilot trucks began rolling off the line, the Dearborn automaker’s marketing blitz is ramping up just as the new Ford truck begins reaching dealerships. A multichannel marketing campaign, from football to professional bull riding to country music to smartphones, will reach truck customers where they work and play.
“Like the 2015 Ford F-150, Ford’s truck customers have become even smarter about how they do their jobs and how they shop for their next truck,” said director of Ford U.S. Marketing, Chantel Lenard. “To meet their information-gathering needs, Ford will gain their attention during commuting and off-hours while providing on-demand digital and mobile content that answers their questions 24/7.”
Ford’s market research shows that truck customers tend to begin the shopping process earlier than the typical automobile customer, starting an average of 233 days before making a purchase. The data also shows nearly half of truck buyers end up purchasing the brand they initially researched.
“From 30-second TV spots to in-depth videos, our new ads and online content demonstrate to customers where we’ve delivered improved capability, while proving the F-150 is a performer to help them get the job done,” added Lenard.
Three national TV commercials for the 2015 F-150 will make their debut on December 31st during the college football playoff for NCAA Division I teams. The three spots, which are listed and described below, will emphasize the new F-150’s durability, class-leading capabilities, and productivity-building smart technologies.
- “Forward March” is a 60-second spot that introduces the world to the “Future of Tough” and the all-new F-150
- “What’s Next” highlights innovations available only on the F-150, such as a remote tailgate release, LED headlamps and spotlights, and a 360-degree camera system
- “Move It” shows the F-150 towing a variety of heavy items, demonstrating its best-in-class 12,200-pound tow rating
“The forward movement, innovation and spirit of progress embodied in these ads will resonate with truck customers for whom productivity, making a difference and building a legacy is so important,” said Ford Truck Group Marketing manager Doug Scott.
In addition, Ford and FOX Network Group are working together to promote F-150 across the network’s news, sports, and Hispanic outlets, the latter of which include Fox Deportes and MundoFox. And the F-150 marketing team will also reach out to customers with exclusive webisodic content. For example, ESPN “Sport Science” creator John Brenkus will host “F-150 Tough Science” webisodes that showcase various F-150 technologies such as its military-grade aluminum-alloy body and high-strength steel frame while “Tough Science” will show customers how these innovations make the new F-150 nearly 700 pounds lighter and more efficient than any previous F-150.
The 2015 F-150 will also be promoted with Ford’s brand content alliance teams, including country music star Toby Keith, Professional Bull Riding, NASCAR, and National FFA.