Ford rolls out its “Bold Moves” marketing communications platform to urban customers. “Bold Moves” focuses on the choices people make every day about how to live their lives,” said Marc Perry, multicultural marketing manager for the Ford brand. “In order to target the urban marketplace and immerse our brand into the lifestyle of these key customers, Ford developed some very distinctive advertising. These advertisements showcase Ford’s new way of thinking in delivering its marketing.”
The Bold Moves marketing platform is a key part of Ford’s Way Forward, plan which is Ford’s roadmap for transforming its business in North America and restoring it to profitability. The campaign began on May 2, with the debut of a 60-second commercial on Fox-TV’s American Idol featuring a new song by two-time Grammy® winner Kelly Clarkson.
Bold Moves initiatives cover both the brand and individual Ford vehicle nameplates and provide a new common creative platform for Internet, broadcast and print advertising at the national, regional and local levels.
The research that underpins Bold Moves began in the winter of 2005 and was described by Mark Fields, Ford Motor Company executive vice president and president, The Americas, in his remarks at the 2006 Los Angeles International Auto Show:
“When we started out on our Way Forward plan, our first step was a reassessment of what people think of us today. What are our weaknesses? What are our strengths? Our research confirmed for us what we knew in our hearts. Ford’s strength and identity are defined by three words: bold … American … and innovative.”
Ford’s African-American marketing agency, the Uniworld Group, developed the creative that will position the Bold Moves campaign with urban customers. The ads bring Ford new vehicles to life by connecting with consumers on an emotional level. Love, pride and compassion are among the themes highlighted.
Bold Moves marketing plans are in development for all-new Ford products launching this year, including the 2007 Ford Shelby GT500, the 2007 Ford Fusion with all-wheel drive, the 2007 Ford Expedition and Expedition EL, and the 2007 Ford Edge.
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