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Chantel Lenard from Ford: The new campaign By design shows how technology in vehicles makes life easier for our clients
2 de octubre de 2015
Lenard: Transmitiremos emisiones breves de anuncios bajo el claim corporativo, go further
The agencies Team Detroit, UniWorld Group and Zubi Adversiting are the designers of Ford´s new masterbrand campaign, titled By Design, which gathers several brands under the same umbrella. By Design was launched with Mustang, Fusion and Focus Electric 15-second ads and its purpose is to convey more than just car design aesthetics, according to Chantel Lenard, US Marketing Director for Ford. “Ford also wants to convey how technology in the vehicles “makes customers lives easier” as well as “how the vehicle makes them feel” she says.In fact, Ford suggests on its website to “feel free to share the images of your logos on your social channels” or even post them on Facebook as a cover photo with a new vehicle, “with a touch of color to show your enthusiasm for the brand” she points out. The campaign is comprised of short videos, which allows the marketer to run a couple ads back-to-back on TV, while giving the flexibility to run a single 15-second spot in more targeted digital media,”we thought we were able to do best with shorter, quick ads all wrapped under the broader corporate tagline, Go Further ” states Lenard.The launching of Ford´s new campaign takes place after the scandal of the German car manufacturer Volkswagen, regarding the exposure of cheating regarding polluting emissions testing in the company’s vehicles.
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