- Ford’s most comprehensive F-150 marketing campaign ever launches this week with television commercials during the first-ever college football playoff for NCAA Division I teams and online webisodes hosted by ESPN “Sport Science” creator John Brenkus
- Straight-talk television commercials highlight F-150’s Built Ford Tough durability, class-leading capability, smart innovations and 38 consecutive years of F-Series as America’s best-selling truck
- Ford F-150 marketing campaign tailored to reach truck customers where they spend much more time than the average consumer – watching sports on television, listening to radio programs in their trucks, attending major events, online and using mobile devices
Available across the widest variety of communications platforms yet, from football to professional bull riding to country music to smartphones, Ford’s new multichannel marketing campaign will reach truck customers where they work and play.
Messaging will feature F-150’s breakthroughs – including its industry-leading light-weighting strategy utilizing high-strength, military-grade, aluminum alloy plus 11 class-exclusive innovations, such as its 360-degree camera, LED headlamps/spotlights and remote tailgate release.
“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 Chantel Lenard, Ford director, U.S. Marketing. “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.”
Delivering information throughout the customer’s research period is important to help with this major purchase decision.
Ford’s data show that truck customers begin the shopping process earlier than typical customers, starting an average of 233 days before purchase. Nearly half of truck buyers ultimately purchase the brand they researched in their initial shopping. They spend an average of 35 percent to 45 percent more time on dealer websites than car and crossover buyers, looking at specific trucks to meet their unique needs.
“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,” said Lenard.
Three national TV commercials make their debut Dec. 31 during the first-ever college football playoff for NCAA Division I teams.
The straight-talking spots emphasize F-150’s hallmark durability, class-leading capabilities and smart technologies that help improve productivity. They also feature the debut of an updated Built Ford Tough shield, Ford’s legendary durability promise to its customer for more than 35 years. The spots include:
- “Forward March” is a 60-second anthem spot that introduces the world to the Future of Tough and the all-new F-150, tougher, smarter and more capable than ever
- “What’s Next” highlights innovations available only for F-150 customers – from a remote tailgate release to LED headlamps and spotlights to a 360-degree camera system that helps the driver see what’s around tight job sites or trails
- “Move It” shows the F-150 towing a variety of heavy items, utilizing its best-in-class 12,200 pounds towing 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 Doug Scott, Ford Truck Group Marketing manager.
Television spots will showcase Ford’s long-running truck leadership. F-150 is part of the Ford F-Series truck lineup, now in its 66th year. F-Series has been the best-selling truck in America for 37 consecutive years and best-selling vehicle in America for 32 consecutive years.
Ford and FOX Network Group are also working together to promote F-150 across the network’s news, sports and Hispanic platforms, including Fox Deportes and MundoFox.
In addition to TV, radio and print ads will reinforce F-150’s durability and capability messages.
The F-150 marketing team is also reaching out to customers with exclusive webisode content for digital and mobile devices.
ESPN “Sport Science” creator John Brenkus hosts “F-150 Tough Science” webisodes that showcase various technologies and materials in the truck, such as its high-strength, military-grade, aluminum-alloy body and high-strength steel frame. “Tough Science” shows customers how these innovations make the new F-150 nearly 700 pounds lighter and more efficient than any previous F-150.
The all-new F-150 also will be promoted with Ford’s brand content alliance teams, including country music star Toby Keith, Professional Bull Riding, NASCAR and National FFA.
On sale now, the new F-150 delivers class-leading towing capability of up to 12,200 pounds and hauling capacity of up to 3,300 pounds. When equipped with the available 2.7-liter EcoBoost® engine, the new F-150 4×2 has EPA-estimated fuel economy ratings of 19 mpg city, 26 mpg highway and 22 mpg combined – the highest of any full-size gasoline-powered pickup on the market. Actual mileage will vary.