Ford?s new marketing campaign for its 2013 Escape crossover-utility vehicle extends the company?s focus on ?real people? by basing TV ads on the exploits of actual Ford employees. And their contributions deepen Ford?s devotion to its new ?Go Further? brand positioning for both external and internal audiences.
The ads have launched using Ford employees who ?went further? in designing and engineering the overhauled SUV, featuring popular distinctives including Escape?s ?hands-free? liftgate and its fuel-efficient EcoBoost engine option. The vehicle already is the fastest-moving nameplate in dealer showrooms, Ford said.
At the same time, Ford announced that it will launch ?an original episodic comedy series? to be broadcast online this fall called Escape My Life that will showcase the new vehicle ?in the context of everyday life.?
By harnessing the acting chops of employees who actually helped design and build the new Escape, Ford has further engaged its culture in a Go Further positioning that began as an internal-branding makeover early this year before the company unveiled the theme and also aimed it at consumers in the spring.
?Our managers are starting to break it out in meetings now, literally saying, ?If you put your Go Further hats on, what decision will you make??? Sara Tatchio, Ford?s manager of internal branding, told me. ?And in every plant there?s been a real reframing of, ?How do we work at the work we do???
Overall, the new Escape campaign enhances three new pillars of Ford?s marketing: the use of authentic characters; a determination to leverage the Go Further theme within the company as well as with consumers; and the generation of ample branded content to support its goals.
American consumers have gotten accustomed to Ford?s rolling out real people in its ad campaigns, both historically and again very recently. Its ?Quality Is Job One? campaigns in the Eighties featured prolonged glimpses of real Ford line workers, engineers and dealers doing their quality thing.
Over the last few years, Ford again has relied on the real-people approach. The ?Swap Your Ride? campaign featuring TV tough guy Mike Rowe is a long-running depiction of real consumers deciding they prefer new Ford models over their existing wheels. Its series of ?Press Conference? TV ads has featured genuine Ford owners riffing about their vehicles, albeit the ?reporters? in the ads have been actors.
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