Ford 500 : Elevating the Sedan
Source: Ford Motor Company Press Release
- Distinctive ads bring Five Hundred’s original thinking to life through an unexpected portrayal of its confidence-inspiring AWD and Command Seating™, and its impressive spaciousness and comfort.
- 2005 Five Hundred debuts in advertising that presents an elegant and aspirational sedan available at an exceptional value (starting price of $22,795).
- New Five Hundred marketing campaign will include the most intensive Internet focus of any Ford vehicle launch.
DEARBORN, Mich., Oct. 15, 2004 – Original thinking in an unexpected place: the full-size sedan. That’s the product promise behind Ford Five Hundred, and the premise behind Ford’s advertising for its new flagship sedan.
As the new Five Hundred begins to appear in showrooms and on the road this fall, a distinctive series of ads will demonstrate how it literally and figuratively rises above the competition. From a prominent presence on the golf scene and the Internet to special appearances on some of the hottest TV shows this season, a wide-reaching marketing campaign – developed with J. Walter Thompson USA – will help establish the new Five Hundred as a vehicle that will change the way consumers think about a full-size sedan.
"The Five Hundred is all about original thinking, from Command Seating™ and all-wheel-drive – a segment first – to its incredible spaciousness and exceptional value," said Rich Stoddart, marketing communications manager, Ford Division.
"Our new advertising brings this original thinking to life in a dramatic and unexpected way, showing customers how Five Hundred stands above the competition," Stoddart said.
Five Hundred comes standard with a 6-speed transmission, 17-inch aluminum wheels, antilock brakes and traction control – features customers might expect in a premium sedan. Given this level of standard equipment, the unexpected starting price of $22,795 will be featured in all ads.
Television Advertising
Five Hundred will make its commercial debut in two 30-second spots that offer distinct interpretations of the new vehicle’s original thinking. Both are punctuated with the product tagline, "Elevating the Sedan," and Ford’s divisional theme line, "Built for the Road Ahead."
"New Level" introduces Five Hundred as a new level of sedan – literally and figuratively – by emphasizing its Command Seating™ and interior spaciousness in an ad that’s an expression of refinement. A robotic arm assesses Five Hundred’s best-in-class features and concludes, "Taking the sedan to a much higher level."
"Ballet" demonstrates that Five Hundred stands out from all other full-size sedans by presenting an elegant torture test on a rainy night on a city street. As other cars slide past it in a choreographed spin-out set to classical music, Five Hundred maintains its confident control, thanks to its advanced all-wheel-drive capability and precise handling.
The ads will launch on Oct. 18 in high-visibility programming on major television networks and will appear during NFL Football games on FOX, ABC, and CBS. They also will appear during the Ford Championship Weekend at Doral, the U.S. Open and British Open.
Print Advertising
Three print ads put Five Hundred’s all-wheel-drive capability, Command Seating™, and spaciousness in the spotlight. The copy communicates the product strengths simply: "A raised cabin. So you no longer feel vertically challenged in traffic." Another tells readers, "You could pay twice as much for an all-wheel drive sedan. In fact, until now, you did." Like the television spots, the print ads include the product tagline, "Elevating the Sedan," as well as ending with the new divisional theme line, "Built for the Road Ahead."
The print campaign will run in more than 40 publications that span 10 different categories of magazines, with titles that include Forbes, W, Money, Esquire, More, Food & Wine, Golf Digest and Condé Nast Traveler.
Digital
With its target customers – Baby Boomers – spending so much time online, Five Hundred’s marketing launch will emphasize digital media more heavily than past launches. More than 60 percent of this group of consumers already has broadband capability. Online use among Boomers is expected to climb nearly 90 percent in the next four years.
Consumers who visit fordvehicles.com looking for more information on Five Hundred will be treated to a special 12-minute video that provides a virtual tour of the new sedan’s class-leading features, complete with flash animation and 3-D graphics set to smooth jazz.
Five Hundred’s premiere also will include homepage "takeovers" of major Internet portals, including AOL.com, MSN and YAHOO! Consumers visiting Autobytel, Edmunds, Kelley Blue Book and Cars.com this week will see Five Hundred prominently featured in interactive banners.
Brand Integration
Five Hundred will make its mark with golf enthusiasts this year in a variety of special appearances, relating to Baby Boomers’ affinity for the sport. About 25 percent of this market segment plays golf – more than twice the national average – and nearly 30 percent watch golf on television. From the Ford Championship at Doral to the Ford Senior Players Championship and the Merrill Lynch Skins Game – new this season – customers will see Five Hundred highlighted in unconventional ways.
The Golf Channel’s "Big Break II" will feature segments from host Rick Smith offering tips on Elevating Your Game, presented by Five Hundred and including its product tag line, "Elevating the Sedan." Additionally, select episodes will feature contestants competing for a Five Hundred through a series of skills challenges.
PBS’ "F!ND," a new program featuring antique experts Leslie and Leigh Keno, will show Five Hundred taking the duo on the road for antique appraisals in every episode. Consumers also will have a close-up look at the all-new Five Hundred at a special "F!ND Hidden Treasures" tour that will visit antique events around the country next summer.
Multicultural Marketing
Ford’s multicultural advertising for the new 2005 Five Hundred expresses its elegance and originality, targeted to specific audiences in a unique and creative way. Zubi Advertising, Uniworld Group and PanCom International have developed integrated media campaigns for Hispanic, African-American, and Asian-American audiences.
"Don Carlos," a commercial developed for Hispanic networks, interprets the elevated feeling drivers experience behind the wheel of Ford’s elegant, distinctive new sedan as a sense of status. It concludes with the Five Hundred owner playfully adding the title "Don," a moniker of respect, to his own reserved parking sign. The 30-second spot, developed by Zubi Advertising, will air beginning Oct. 18 on Univision, Telemundo and Telefutura.
"Frontin’" features a confident African-American man who is so impressed with the Five Hundred he can’t resist pretending the car parked on a metropolitan street corner is his. His mood changes dramatically when the real owner shows up. The 30-second spot will run beginning Oct. 18 on NBC, BET, TNT, TV-One and THN.
"Invisible," developed by PanCom International, will communicate Five Hundred’s originality and innovative features in Mandarin, Cantonese, Korean and Vietnamese on The International Channel and various stations in California.