Ford’s ‘Swap Your Ride’ Ad Campaign Proves a Real Eye-Opener for Consumers

Posted on 05. Apr, 2011 by in Ford Canada

Fords Swap Your Ride consumer selling debate earnings today, and will continue to change consumer perceptions about Ford by giving consumers a possibility to sell their competitive-make automobile and knowledge a new Ford for a week.
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  • Fords newest Swap Your Ride selling debate launches currently with ads chronicling a practice of tangible consumers who were given a event to barter their competitive-make vehicles for a Ford
  • Fords class-leading fuel economy is a unchanging thesis via a ads; Ford offers during slightest 12 vehicles that lead their segments in fuel economy, including 4 vehicles with EPA-certified 40 mpg or aloft fuel economy ratings
  • The Ford Swap Your Ride ads are 48 percent some-more noted than ads for normal sales events, according to Nielsen Automotive statistics
  • Last years Swap Your Ride debate is a finalist in a Best Sales Event Campaign difficulty for a 2010 Nielsen Automotive Advertising Effectiveness Awards, to be given out during a New York Auto Show on Apr 20

DEARBORN, Mich., Apr 5, 2011 Theres zero like swapping your float to change your opinion. Thats how consumers are responding to Fords Swap Your Ride ad campaign.

Fords Swap Your Ride consumer selling debate earnings today, and will continue to change consumer perceptions about Ford by giving consumers a possibility to sell their competitive-make automobile and knowledge a new Ford for a week.

Swap Your Ride participants are expressing warn and pleasure with a class-leading fuel efficiency, quality, intelligent technology, modernized reserve facilities and head-turning pattern of Ford products.

Weve found that severe peoples perceptions head-on is a best approach to change their minds about Ford, pronounced Matt VanDyke, Fords executive of U.S. Marketing Communications. Were drumming genuine people, permitting them to knowledge a vehicles for themselves and afterwards capturing their unrestrained for a products. Were revelation a Ford story by a eyes of a people who matter many genuine consumers.

This vehement feedback from people who were given a event to barter their competitive-make vehicles for a week behind a circle of a Ford is during a heart of a Swap Your Ride selling campaign, as are rarely noted ads that have helped boost play salon traffic.

After pushing Ford vehicles for a week Fiesta, Focus, Fusion, Taurus, Mustang, Escape, Edge, Explorer, F-150 and Super Duty a participants collected in tiny groups to plead their practice and were astounded to find themselves articulate to nothing other than Mike Rowe, horde of a Discovery Channels strike uncover Dirty Jobs.

Mike immediately engages them in a review about a vehicles they drove, and we constraint that extemporaneous communication on camera, pronounced VanDyke.

In one of a radio ads, Rowe talks to a consumer who substituted his Toyota Yaris for a Ford Fiesta.

How do we review a Fiesta to a Yaris? Rowe asks.

Its a finish upgrade, a immature male responds. When it comes to a pattern of a outward and a pattern of a inside, hands down we wouldve picked this car. When we told everybody that a Fiesta got 40 mpg, everybody insincere it was a hybrid.

Fords class-leading fuel economy is a unchanging thesis via a ads. Ford offers during slightest 12 vehicles that lead their sales segments in fuel economy including 4 vehicles with EPA-certified 40 mpg or aloft fuel economy ratings a explain no other full-line automaker can beat.

Consumers also were tender with a innovative technology, modernized reserve facilities and eye-catching pattern that Ford vehicles offer.

Its unequivocally cold to see people conflict a approach they do, pronounced VanDyke. When they get into a Ford for a initial time, theyre unequivocally astounded with a fuel efficiency, opening and good technology. Thats been a unchanging greeting to a whole lineup.

Proven success
The noted Ford Swap Your Ride ads have been unequivocally successful given initial debuting in 2007. At that time, Nielsen Automotive cited them as being among a tip most-recalled new radio ads.

And final years debate is among a finalists in a Best Sales Event Campaign difficulty for a 2010 Nielsen Automotive Advertising Effectiveness Awards, that will be given out during a New York Auto Show on Apr 20.

Over a past several years, Fords Swap Your Ride ad campaigns have effectively impacted radio viewers, pronounced Lois Miller, president, Global Nielsen Automotive. Viewers have historically removed a code and pivotal summary during high rates.

According to Nielsen Automotive statistics, a Ford Swap Your Ride ads are 48 percent some-more noted than ads for normal sales events.

VanDyke says a ad campaigns success is due to a authenticity, and a participation of Mike Rowe serve enhances a efficacy of a ads.

Mike has such an receptive celebrity and he engages with people unequivocally easily, that allows a genuine review to take place, he said.

Rowe is a code idol that viewers understand as believable. In fact, Forbes repository recently named him as one of Hollywoods 10 Most Trustworthy Celebrities.

Nielsen promotion efficacy metrics uncover that people remember a ads some-more with Mike Rowe as a unchanging branding element, pronounced Miller. They remember that theyre Ford ads, and they remember what a summary is about.

VanDyke says past campaigns have helped make a certain impact on automobile sales.

We saw a outrageous lift in a share and sales performance, he said. A lot of people came in to a dealerships wanting to barter their rides.

Ford Swap Your Ride ads: Multicultural and multimedia
In further to ubiquitous marketplace advertising, Ford will atmosphere a Swap Your Ride ads for multicultural consumers by Spanish-language radio spots and by commercials designed to bond with a African American community.

The Hispanic ads underline Cristian de la Fuente, a renouned Chilean-born general actor, indication and author. Fords 2010 Spanish chronicle of Swap Your Ride featuring de la Fuente pennyless by during high rates to a Hispanic radio spectator and is a finalist in a Spanish TV Advertiser of a Year difficulty for a 2011 Nielsen Automotive Television Advertising Effectiveness Awards.

The orator for a African American ads is Boris Kodjoe, an Austrian-born actor and former conform indication maybe best famous for his purpose as Damon Carter on a Showtime radio play Soul Food.

Thirty-second Swap Your Ride radio ads featuring Mike Rowe will start airing currently during renouned programming, including Greys Anatomy, American Idol, Dancing with a Stars, Criminal Minds, CSI, Bones, The David Letterman Show and The Tonight Show with Jay Leno. They also will run during a NBA and NHL Playoffs.

Print ads highlighting a fuel potency of Ford products will seem nationally in USA Today and Parade magazine. Radio spots will atmosphere regionally and locally. And extended-length digital promotion for Swap Your Ride will seem on a accumulation of heart sites, including AOL, Google and Yahoo as good as automotive-specific sites such as www.cars.com, www.Edmunds.com and www.kbb.com.

According to VanDyke, Fords several play promotion groups will have a far-reaching array of ads accessible to run depending on a informative makeup of their particular markets.

We are giving a play groups a full arsenal of materials to rivet with their singular aim markets, he said.

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About Ford Motor Company
Ford Motor Company, a tellurian automotive attention personality formed in Dearborn, Mich., manufactures or distributes automobiles opposite 6 continents. With about 164,000 employees and about 70 plants worldwide, a company’s automotive brands embody Ford and Lincoln. The association provides financial services by Ford Motor Credit Company. For some-more information per Ford’s products, greatfully revisit www.ford.com.

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