2013 Ford Fusion Multimedia Campaign by Annie Green

Ford Fusion

hybrid 2013 design & concept | Annie Green

Media Campaign in collaboration with

TABLE OF CONTENTS

1 7

Project Overview & Background

Category Review Competitors

Target Audience Review

Company Portfolio

Business Objectives & Design Strategy

43 Appendix

Media

Project Overview & Background Ford has added environmentally conscious to its lengthy list of identifying adjectives and needs a campaign

to introduce the 2013 Ford Fusion with hybrid capabilities. Targeting Millennials versed in innovative technology, and contemporary culture, this campaign will integrate several platforms of media interacting with this generation. While emphasizing affordability and reliability expected of this brand, the element of fantasy becomes oneâ&#x20AC;&#x2122;s reality when driving a Ford Fusion hybrid.

PROJECT OVERVIEW & BACKGROUND

Business Objective In an effort to showcase the enhanced driver experience by means

innovative

vehicle

technology, while also emphasizing the

environmentally

conscious

nature of Ford hybrid vehicles, this campaign’s use of classic storylines, and imagery nostalgic to Millennials will position Ford as an adventurous, fun, and reliable brand ultimately intriguing younger generations for future sales.

Client Coordination & Design Team The clients coordinating with the campaign include President and CEO Alan Mulally and Kenneth M. Czubay, Vice President of USA Marketing and Sales & Services. J Mays, the Chief Creative Officer and Vice President of Design will be making executive decision. The design team which will be creating this media campaign include Annie Green and Claudine Jaenichen.

Consumers and Ford

Product Challenge The Fusion hybrid is one of several popular fuel efficient vehicles made by Ford, maintaining sales, but in need of a contemporary reworked look. Ford currently relies on informational marketing , utilizing consumer perception of great quality, reliability, and affordability to market their products, however, a new design will showcase its innovative and youthful spirit on top of outstanding statistics. Although Ford ranks number two in overall consumer perception up against several competitive car brands[according to consumerreports.org], when broken down into the seven most important attributes individuals consider when buying a car, Ford falls short in Design/Style, Technology/ Innovation, and significantly in the Environmentally Friendly/Green category. In an effort to promote these possessed elements, Ford endeavors to draw on nostalgic Disney storylines to intrigue Millennials affecting the future of Ford’s financial health.

Depicted by its number two rating among many equally qualified cars, Ford currently is effective in maintaining its loyal consumers namely those that ‘grew up’ with Ford. Capturing fans with the turning head capability of Mustang, and roaring engines of their line of powerful trucks, Ford is a reliable and well-known name in the industry. In terms of removing any negative connotation sourced from the distasteful ad in India and receiving that extra push into the number one slot for overall consumer perception, emphasizing fuel efficiency and technological features with a ‘fantasy meets reality’ strategy will maintain its current consumers while also intriguing younger generations to consider developing loyalty to the Ford brand. Having encountered several financial and business obstacles since Ford’s first ‘Model A’ was mass produced in 1903, the brand has developed a victorious comeback and maintained its legacy throughout the years. Currently sustaining its acknowledged identity based on affordability and reliability, Ford’s choice to offer a wide range of vehicles suited for a variety of diverse personalities as well continues to gain the trust of more individuals every day. Initially distributing ads under the heading, “Boss of the Road: The Latest and Best”, Ford’s luxurious expansion with Lincoln has furthered its presence beyond national borders and into international territory. Through its tireless effort to customize consumer wants and needs adapted to present day cultures, Ford continues to develop trusting, satisfied customers.

PRO PRO JECT JECT SC SC HE HE DU DU LE LE

Monday | 28 October Project assigned Wednesday | 30 October Bring moodboard that describes the chosen client. The moodboard and presentation is hypothetically presented to the client showcasing how much is known about them and why the job is deserved. Monday | November 11 Professor feedback 3 digital drafts for Print Ads and Environmental Graphic draft due. [1.0] Project Overview and Background and [2.0] Category Review drafts Monday | November 18 Class critique Present print ads, environmental graphic, digital ad, and guerilla ad. Begin embedding campaign into InDesign layout. [4.0] Company Portfolio and [5.0] Business Objectives and Design Strategy draft Monday | November 25 Professor feedback Finalize [3] print ads, [1] environmental graphic and [1] digital ad. Continue embedding campaign into InDesign layout. Monday | December 2 Finalize Creative Document, and finish embedding campaign into InDesign. Wednesday | December 4 Professor feedback/review

Monday | 4 November Project schedule and Creative Document outline due. [1.1] Project Ownership and [3.0] Target Audience Review Wednesday | 6 November 10 thumbnails for print ads, 3 thumbs for environmental graphic and concept for portfolio tone and layout. Wednesday | November 13 10 thumbnails for guerilla ad, 2 digital drafts for digital ad due. Be comeprepared to present progress for class crit with a rough draft of the layout [2.1] Competitors draft

Thanksgiving Break

Finalize guerilla ad digitally, and embed Commercial drafts and research, print ads, environmental graphic and digital ad into layout and finish Creative Document[5.0-8.0].

Wednesday | November 27 Finish details of the Creative Document and continue embedding InDesign layout.

Wednesday, 12/13 8:30–10:30PM

Final Project Due! Present final media campaign to Ford with proper attire. Pdf digital layout due.

PROJECT OVERVIEW AND BACKGROUND

Visual Inventory

Ford manufactures a variety of vehicles engineered with various target markets in mind. Expectedly featuring the Ford model prominently in the foreground, their advertisements typically contain a witty headline, a block of informational copy, and the Ford logo. Portraying a clean, yet innovative design, their current advertisements emobody the personality of the model at hand.

7 Category Review

Being the originator of the automobile industry, Ford has massively grown its product categories

from the high demand 1903 Model A to the equally successful Superduty truck, Focus, and sporty Mustang V6. As a globally recognized brand maintaining consistent values of affordability and reliability across borders, consumer loyalty has preserved its reputation among similarly marketed competitors namely Toyota, Chevrolet, and Nissian.

CATEGORY REVIEW

Ford vehicles

Ford has advanced its models to fit a variety of individual demographics ranging in age, gender, and interests. Three products manufactured by the brand include the Superduty truck, Ford Focus, and Mustang V6.

Ford SuperDuty Ford’s line of Superduty trucks are for the ‘guys who own work’. Purposefully pairing the truck with the personalized tagline ‘Built Tough’, this collection embodies masculinity inevitably targeting men looking to tackle laborious jobs. Having tested the 6.7L Powerstroke© Turbo Diesel engine across more than ten million miles and being constructed of fully boxed front rails, 6.7mm-thick C-channel rails, and additional gussets for high stress areas, the SuperDuty line not only has best in class ratings among Full-Size Pickups over 8,500 lbs, but also boosts best-in-class fuel efficiency. Combining technology of the industry as well as brand specific innovations, the impressive engine is light in weight, but still delivers in towing, hauling, torque, horsepower, and overall toughness. Anticipating the massive loads in need of being towed by these drivers, Ford designers intelligently designed Trailer Sway Control providing selective heel braking, and reduced engine power when encountering high winds, turns, and rain, as well as best-in-class maximum payload and convential towing. Across eighteen fields of heavy industry work in metal mining, highway maintanence, crude oil refinement, and heavy construction, the SuperDuty is the proven choice of those working in these jobs when comparing competitors Chevy, and Ram.

Featuring rugged, and assertive narration behind their TV and radio spots, Ford is capitalizing on morphing an identity similar to those interested in buying this vehicle. Typically promoting the ranking success, informational statistics, and position of toughness the Superduty has to offer, Ford tends to rely on this successful trend. Noting the target audience’s preference for quick, straight forward facts without interrupting their planed day of tasks. Ford’s consumers develop stronger brand loyalty when connecting with their values. Providing opportunity for satisfied owners to create a ‘truck card’ and tell the world how tough one’s truck is, inviting participation with the brand continues one’s loyalty and trust in the product. Priced between $28,075 and $65,325, local Ford dealers offer varie incentives, yet across all modes, the website offers $1,000 Special Package Retail Customer Cash. The Super-Duty is available in fifteen equally tough models.

CATEGORY REVIEW

Ford Focus

Produced in nine plants across the world, Ford Focus is the ‘world’s reigning nameplate’ among competitors in its small car category. Statistically building more than two wellcrafted Focus vehicles per minute, its revenue bolstered by its strong sales has led Ford Motors to innovate seven fuel efficient models even developing an electric model powered exclusively by a lithium-ion battery. Across the varied collection of the Focus brand, an eco-conscious design is the standard offering seat fabric made with REPREVE ® fiber[from 100% recycled materials] and cushions made of bio-based foam derived from plant-seed oils. The Focus deceptively appears and works like a sports car, yet efficiently uses fuel with exceptional EPA-estimated ratings of combined mpg. With affluent on-the-go customers under the age of 25 in mind, the Focus features its signature SYNC® voiceactivated technology continuing connection to communication without taking eyes off the road. Via hands-free calling, voice-activated Bluetooth audio, voice/touch climate control, and USB/SD capabilities, the ranking success measured from consumers couldn’t be higher. Although this line of Ford segments younger demographics for those features, it still exemplifies Ford’s standard of affordability and reliability. Earning the highest possible safety rating from Insurance Institute for

highway Safety, and priced from $15,105 to $35,995, the Focus has gained high global praise for these factors. On top of meeting an affordable price, the Focus also offers several promotions and incentives ranging from 0% APR for 60 months plus $500 Bonus cash as well as various amounts of Ford Credit Retail Bonus customer Cash. Besides trending as an all-around green car from fuel economy to soy-based seats, the Focus has led a global experience, inviting participants to support their favorite causes in the ‘Speed Challenge’. Endorsed by race car drivers Tanner Foust and Justin Bell, their bench mark times have placed the Focus in a charitable lighted trend as well. Youtube videos of these challenges continue to spread awareness of the Focus’ well-liked brand, and can be found on Ford’s corporate site.

CATEGORY REVIEW Vehicle Maintanence

Volunteer Corps

Partners of Ford

Ford Mustang Iconically recognized as an innovatively styled, powerful ‘muscle car’, the Mustang has maintained its ever broadening customer base since its 1962 debut. Intriguing style conscious individuals seeking an equally distinctive look for their vehicle, Ford has developed the Mustang to personally fit consumer personas. Often recognized by a cherry red hue accentuating its sleek exterior, the most recent models offer endless customizing possibilities from the exterior color, varied bodykit styles, the material of the door handle to several other available alterations. Within the online customizer, Ford provides varied background locations, levels of smoke exhaust, and even tire ‘burnout’ marks to further emphasize the reputation of power this car embodies and give consumers an idea of what they can do with the Mustang. Identified for its

dynamic performance with sixspeed transmissions and launch control, the supercharged vehicle also comes equipped with the SVT Performance Package additionally adding to the sporty nature of the car. Striking audiences with signature HID headlamps, the LED lighting consumes 20% less power than conventional halogen bulbs adhering to the environmental trends of Ford’s line of vehicles as well. Boasting the most powerful production V8 engine in the world capable of more than 200 miles per hour, Mustang’s trend is its saturated presence within the racing world as well as the

burgeoning toy industry. Recently announcing ‘Mustang Countdown’, an online weekly video series spotlighting 50 years of customer loyalty, the legendary car continues to celebrate these trends and the culture behind the wheel of the car. Available in ten models priced from $20,495 to $60,595, consumers are willing to invest a larger financial amount to experience the benefits of the car.

Climate Change and Environemnt

Sponsorships

16 Competitors

Comparing competitively to Ford in terms of reaching a variety of individual demographics, three brands manufactured similar to Fordâ&#x20AC;&#x2122;s categories include the Nissan Sentra, Chevrolet Camaro, and the Toyota Tundra.

COMPETITORS

Chevrolet Camaro

Positioned as being capable of turning heads, the Chevrolet Camaro line parallels with Ford Mustang. Speaking to the individual looking to match their confident persona to an equally standout vehicle, Chevrolet has listened and delivered. Emphasizing its bold presence produced by its redesigned front and rear fascia, the refinements improve cooling and aerodynamic efficiency completing a well sculpted appearance. Stunning darkness with dramatic halo-ring headlamps, the Camaro uses Led lighting for its daytime running and newly installed fog lamps. Behind the wheel of the powerful engine, drivers can expect the heart pumping acceleration of 323 horsepower reaching 60 MPG in 5.9 seconds. Combining performance with surprising fuel efficiency, the Camaro impressively delivers 30 MPG highway for the 6 speed automatic

transmission 2LS. Every distinctive detail on the Camaro was expertly considered and crafted across the customizable exterior and quality interior. Featuring race car standard RECARO® Performance front seats, a flat bottom steering wheel for increased leg room, and ‘Chevrolet MyLink’ equipped with standard Bluetooth® wireless technology, Pandora® radio, and Sirius XM radio, drivers can focus on the drive experience without discomfort or distractions. ‘Color Head Up Display’ projecting the speed, rpm, and even the radio station on the windshield also aid in keeping one’s eyes on the road as well as ‘Siri Eyes Free’, inviting iPhone users to complete tasks hands-free. Initially a trend and viewed as the promotional offspring of the Transformers franchise, the Camaro still uses dark composition ads to showcase its

breathtaking silouhette and bright headlights. Receiving the highest possible Overall Vehicle score for safety, five stars, their words, ‘Performance is our passion, safety is our priority’ encapsulate all aspects the vehicle has to offer. Available in six models priced between $24,050 and $37,850, the Camaro includes a $500 cash back incentive, but otherwise doesn’t offer special promotions. Across its varied features, and current market position however, Camaro’s reputation still intrigues customers to invest in the vehicle.

COMPETITORS Toyota Tundra While ‘tough’ is used to describe the Toyota Tundra, the word ‘Family’ preceding this powerful adjective differentiates the truck from Ford’s Superduty line. Positioning the collection as equally beneficial alternatives to the minivan, hard-working Dad’s and ‘Super Mom’s’ are the target drivers. Marketing the strength of the vehicle backed by its iForce 5.7L V8 engine delivering 381 hp and 401 lb. of torque, the Toyota Tundra is made for heavy lifting strong enough to tow even a space shuttle. Which it did. Trusted as an Industry Accolade upon reviewing its power, Toyota continues to innovate adding several safety features to keep driver worry low, and eyes high on the road. Installed with a back up camera aiding with backing into tight spots, the camera strategically was made as a wide angle view to give consistent visible access of heavy loads being towed. Tundra additionally comes standard with Toyota’s Star Safety System®, six advanced attributes including vehicle stability control, traction control, anti-lock brake system, electronic brake-force distribution, brake assist, and smart stop technology. In anticipation of tire pressure dropping below its needed air, the Tundra’s Tire Pressure Monitor System alerts drivers of the occurrence with an illuminated icon

additionally presenting Toyota’s dedication to passenger safety. Available in five distinctive models, each edition boasts a level of luxury for the whole family featuring leather trimmed and heated front bucket seats, powertilt/ slide moon roof, and chrome mirrors and door handles. Priced between $25,920 and $44,270, each comes standard with varied additions of Entune® Audio, capable of Bluetooth technology, Navigation and app Suite, and optional Sirius Radio XM in consideration of technological necessities for the consumer. The Tundra offers three forms of promotional incentives including APR, leasing and cash back. Providing 0.0% APR for 36 Months or 2.9% APR for 72 Months, $319 per month leasing or a $1,999 ‘drive-off’, and $1,000 cash back also including Toyota care, buyers can customize a payment plan to fit their individual needs. Rated 4.9 out of 5 Consumer Star Ratings on Edmunds.com and 9 out of 10 for KBB.com ratings[based on 856 Consumer Ratings], Toyota’s bold design, yet reliable mechanics underneath prove why Toyota continues to maintain brand loyalty.

Nissan Sentra

Positioning the compact sedan as the ‘most innovative Sentra ever’, this model available from Nissan is competitive with Ford’s Focus line. Targeting on-the-go consumers seeking luxurious style at an affordable price, Nissan proudly accepts recognition for the aerodynamic system of the Sentra exceeding consumer expectations. For a vehicle of its compact size, the Sentra still delivers on a spacious interior possessing 15.1 cubic feet of cargo space and fitting up to four golf bags, a bike, and even a standard sized surfboard. Dedicated to perfecting a comfortable experience, the Sentra’s quiet cabin enhances the quality of Nissan Connect® with Navigation, a dash mounted touch screen giving consumers everything they want without taking their eyes off the road. Delivering unmatched sound quality with eight individually tuned BOSE® speakers, the audio system continues text message conversations connected through voice recognition technology, enables Pandora® + Sirius XM Satellite Radio, offers NavTraffic for real time updates and alternative

routes, and Bluetooth streaming audio allowing anyone in the car to become DJ via their connected device. Claiming Best-in-Class 34 MPG [combined] achieved through its 1.8L 4-cylinder engine, and smooth shifting Xtronic CVT transmission, the Sentra sets the standard of fuel efficiency in its class. Advocating the individual efficiency of drivers, the Sentra also comes equipped with an Eco Pedal Indicator giving instant feedback on how one’s driving, and an indicator light when to manually upshift for maximum efficiency. Available in six eco-friendly models priced between $15,990 and $19,590, the Sentra upholds to winning ‘most affordable compact sedan’ on cars.com. Offering 0% APR for 36 months and ‘no payments until 2014’ through seasonal promotions, the Nissan Sentra ‘s trend of affordable innovation is maintained.

Target Audience Review

The target audience of Fordâ&#x20AC;&#x2122;s hybrid line of vehicles is Millennials ranging from individuals nearing driver legality to recent college graduates.This demographic is tech savvy, individualistic, brand conscious, and adventurous. Raised to follow their dreams prior to a paycheck, this generation is involved in several varied activities and are willing to try new products. Without hesitation to vocalize their thoughts, Millennials are opinion leaders building the popularity of their favorite discovered brands. Three personas that depict this demographic are Tessa, Meghan, and Ryan.

TARGET AUDIENCE REVIEW Targeting the Millennials Tessa is 22 years old, and recently graduated from New York University with a Bachelor’s Degree in Film. As the recent President of the Film Society, and a finalized independent drama, ‘Fido Never Barks’ under her belt, Tessa currently is on the hunt for various jobs on sets to break into the industry. When not on her Mac Air searching online job boards, Tessa finds nirvana in small coffee shops and an Earl Grey tea latte in hand. Tessa is quite the communicator online especially to keep in touch with those she met at the Cannes Film Festival when studying abroad. Residing in New York City, Tessa invests time to shop various thrift stores for warm clothing, but is a huge fan of the mainstream stores Zara, H&M, and Free People as well. Her friends label her as a funny, passionate person with the heart of a Disney Princess, and often believe she ‘lives in the wrong reality’.

Meghan is seventeen years old. She is a senior at Cherry Tree High School in Sacramento, California. As the producer of her Broadcasting Communications class and editor-in-chief of the school newspaper, Meghan constantly is on the internet and her iPhone finding new and fun ways to excite her school’s population. Harry Potter would be her boyfriend if she had the opportunity and likewise wouldn’t question a proposal from Zac Efron. Among her friends, Meghan is the fashion guru often giving advice and style tips about make-up, clothes, and beauty regimens. Forever21, Urban Outfitters, and PacSun make up her wardrobe and shopping selection when at her local mall with friends. Meghan is preparing to attend Arizona State University in the Fall, following her brother’s footsteps, but with her own aspirations to start her own fashion line and blog.

entertainment

fashion + music

food & drink

the social butterfly

Tyler is 19 years old. He is a sophomore at University of Southern California and has lived in California his whole life. When not attending classes studying communication and marketing, he enjoys getting lunch with his college buddies, skateboarding around campus, and listening to the Black Keys and MGMT. Living in Los Angeles, he attends several music concerts at local venues, and stadiums to cheer on his favorite basketball team, the Lakers. After college, he had aspirations to start his own business.

Company Portfolio Officially founded in 1903, Henry Ford provided the product for initial car obssessions. During a period when vehicles were not commonly accessible to every one affecting the small quantity of hand crafted cars with made-to-order parts, it wasnâ&#x20AC;&#x2122;t until the introduction of the 1908 Model T that Ford quickly altered this perception. Noting the increasing interest in the product, the need for mass production in large production plants, and the worldâ&#x20AC;&#x2122;s first moving assembly line for cars was enacted significantly extending the brand to consumers. Noting the consistent growth of sales, Ford has expanded overseas stationing plants in Ireland, England, France, Denmark, Austria, Argentina, South Africa, and all the way to Australia. Supporting efforts to stop World Wars across the years, and donating generous time and finance to nonprofit organizations and communities, Fordâ&#x20AC;&#x2122;s accumulated brand praise has built its legacy giving reason to its consistent achievement as a valued global car.

COMPANY PORTFOLIO Company structure

Ford Volunteer Corps

Fostering 166,000 people working globally in plants and offices, Ford’s company structure is organized in regards to the various contributions needed to build the product and maintain sales. Located in six continents disbursed by ‘Assembly’, ‘Stamping’, ‘Engine’, and ‘Casting and Forging’, Ford strategically builds buildings for rapid consumer to brand communication. Headquartered in Dearborn, Michigan in close proximity to the founder’s initial home, president and CEO Alan Mulally oversees these operations in the ‘GlassHouse’ continuing to motivate new innovations every day.

Company History

Named after its innovative founder Henry Ford, Ford Motors was officially founded in 1903 upon twelve investors signing articles of incorporation. At this period in history, cars were not commonly accessible to every individual affecting the small quantity of cars assembled by hand created with parts made-to-order from other companies. With the introduction of the 1908 Model T however, Ford quickly began to intrigue more of our population when showcasing the affordable, efficient, and reliable aspects of the product. Altering the unobtainable perception of owning a car, the demand for “Tin Lizzie” significantly directed the need for mass production in large production plants, and the world’s first moving assembly line for cars. Noting the consistent growth of sales with its brand, Ford rapidly began expanding overseas stationing plants in Ireland, England, France, Denmark, Austria, Argentina, South Africa, and all the way to Australia by the late 1920’s. Supporting efforts to stop World Wars across the years, Ford’s brand was relied upon for Allied military vehicles, tanks, and ambulances. Although the post-war Great Depression caused a scale down in operations and workers to be laid off, Ford’s accumulated brand praise allowed its legacy to be maintained. From the iconic 1955 Thunderbird to its line of Lincoln luxury cars, Ford has purposefully expanded to fit every individual’s customized desires giving reason to its consistent placing in the world’s top cars.

Following suite to the charismatic and giving nature of Henry Ford, dealers across the States have given tens of millions to Nonprofit organizations adding up thousands of annual volunteer hours. Donating between $35.1 million and $84.6 million entailing up to an additional 4,380 people working 40 hours per week year round, these investments not only strengthen the reputation of the brand, but truly make a difference for those who are less fortunate. On Thanksgiving alone, the company fund delivered 6,000 ‘Meals on Wheels’ to seniors paralleling with their position of affordability and reliability. Providing educational opportunities with its ‘Driving Dreams Tour’ as well, Ford purposefully is extending its brand to younger generations, not only building loyalty from a pre-permit age, but giving students a wealth of resources to encourage completing high school on time and making University or college enrollment possible. Inspiring a multitude of backgrounds to remain positive by means of personal interactions, and substantial donations, Ford’s endeavors to ‘work together efficiently as one team’ will continue to be fulfilled for years to come.

Business Objective & Design Strategy

Encompassing a varied collection of utilized media, the â&#x20AC;&#x2DC;Fantasy becomes Realityâ&#x20AC;&#x2122; Campaign will strategically reach targeted Millennials with time and site specific print ads, social media, digital, environmental, television, and guerilla advertising. Premiered initially in early Fall and continued into the month of December, buzz about the product will progressively build inspiring these individuals to consider the product line as an ideal car.

BUSINESS OBJECTIVE & DESIGN STRATEGY

Design Concept and Strategy Creating a liaison between our contemporary world and imaginative fantasy, the Ford Fusion’s revamped design triggers waves of nostalgic childhood memories when associating classic Disney animations with the brand. Noting the adolescent years of Millennials shaped by these spirited storylines, this target group’s expected interest in the subject matter will ultimately transform Ford’s corporate identity into one of adventure and creative imagination. Keeping in mind the significant effect these individuals have on Ford’s future, elements of typography, color palette, and graphic direction are established to follow aesthetics typically associated with individuals of this generation. Presenting its collateral in such a way will be consistent across all mediums further engaging viewers to make the fantasy their reality. Among the various mediums used within the campaign, the sans-serif type ‘Source Sans Pro’ was chosen to embody a contemporary look similar to modern brands Millennials resonate with. Exemplifying minimalist design, the placement of text in corners of each advertisement allow the car to become the star of the scene while providing an answer to what kind of car could characterize such a role, and the hashtag leading to further information on the campaign. Although the words are sized smaller than the scene of the advertisement, the white font and bright car purposefully contrast against the dark dreamlike hued backdrop. Digitally capturing the Ford Fusion hybrid as the only physical element among the commonly colored Disney animations allow those viewing the ad to imagine their fantasy when driving this car.

Source Sans Pro Source Sans Pro Source Sans Pro Source Sans Pro Source Sans Pro

making the fantasy reality Redesigning Ford’s past marketing tactics in favor of youthful style and personality, the campaign will present several forms of media through guerilla, commercial, environmental, print, and digital advertisements. Drawing on past memories of imagination spurred by Disney’s vault of animations, the Ford Fusion’s allocated role as the story protagonist therefore brands the car as a classic never going out of style. Due to the globally recognized adventures of these characters, Millennials who consistently encounter change to their daily routine will likewise appreciate the unwavering longevity of their favorite childhood stories and associate this reliability with Ford.

DESIGN STRATEGY

Guerilla

Noting the consistently travelled roads Millennials drive on to arrive promptly at school, loose themselves in a recent film, or channel their inner Rock Star with supportive booming speakers, Fordâ&#x20AC;&#x2122;s new campaign will interrupt these commutes with the introduction of guerilla tactics. Transforming overpass bridges above congested highways and streets, viewers of the obvious alteration will instantly recognize the iconic Lion King scene depicting Simbaâ&#x20AC;&#x2122;s selftransformation across varied environments. Clearly visible due to its exaggerated size and solar powered spotlights, Millennials will demand immediate knowledge of the physical car embodying the highly regarded character with Timon and Puma. Spurring word of mouth communication online to investigate the thought provoking change, awareness of the new campaign will quickly spread exciting commuters to see the rising Sahara Sun to bright Moon transformation and building anticipation for approaching advertisements.

DESIGN STRATEGY Commercial

Noting the nostalgic effect Alice in Wonderland has on virtually all citizens living in developed nations, ‘Alice in Wondercar’ specifically employs the 1951 animation as nostalgic bait to Millennials. The story of the daydreaming teenager evokes a sense of whimsical nirvana escorting those who recognize the classic animation off to their carefree childhood while purposefully interwoven into contemporary time. From the perspective of a teen nearing approval of a driver’s license, ‘Alice in Wondercar’ demonstrates the fun and eco-friendly perks this hybrid could provide as a ‘first car’. Strategically using Uncle ‘Matty’ as the driver and host into Wonderland, the viewer naturally ties the familiar lines and imagery from the film to the Ford model.

Setting a modern family routine in the opening frames, viewers instantly relate to the rushed ambiance and breakfast scene before a school or work day. Upon Alice entering the Ford Fusion, hybrid, Uncle Matty is introduced sporting recognizable attire choices of the ‘Mad Hatter’ but altered to fit present society. Fading in the song, ‘On Top of the World’ | Imagine Dragons, Alice and Matty adhere to the catchy pop beat discovering another Wonderland character every 1.7 seconds. Venturing through the sequence of Alice’s journey, baby boomers will appreciate the older animation of the Walrus, Caterpillar, tempting cookies, and other memorable characters. The music momentarily fades out when the Mother arrives home inquiring about their day, but quickly fades back in spotlighting the Ford Fusion hybrid as the source of the adventure. The tagline, ‘fantasy becomes reality’ opens across a dark moonlit background followed by the Cheshire Cat smile and the car’s name colored in a pink and purple gradient. Evoking an exciting tone to the hybrid, individuals will inevitably be lured to discover their own adventure through the car.

‘Alice in Wondercar’

DESIGN STRATEGY

Ford Fusion

hybrid 2013

Environmental Graphic Following the initial outdoor guerilla tactics and commercial debuted across several Fall series television premieres, Millennials already introduced by these means as well as those consistently venturing through urban downtowns will resonate with the unmistakably Disney transformation of building exteriors. Employing an even cross between current society and animated fantasy, younger generations will feel implored to halt their planned agenda to enter the scene. Meeting lifesize dimensions of contemporary styled crowds at the eye level, those that feel engaged by the environmental advertisement will accept the Ford Fusion hybrid as an identifying symbol of this generation. Held up by Rafiki as the newest king of its competitors, awareness of the brand will engage individuals in adjacent office buildings, on busy sidewalks, and waiting for street lights to turn green. Similar to the simultaneously revealed print advertisements in TeenVogue, Seventeen and NYLON/ NYLONguys magazine, the car stands out from the animated backdrop, and in this case literally protrudes from the building further making the fantasy a feasible experience.

DESIGN STRATEGY

Ford Fusion

Print Ads

hybrid 2013

While flipping through the pages of appropriately chosen publications, Millennials immediately will conjure their inner imagineer when recalling their past viewing of the Disney story featured. Further supporting the campaign’s guerilla, television, and environmental efforts, the print ads will reach style and culturally conscious individuals loyal to TeenVogue, Seventeen, and NYLON/NYLONguys magazine. Strategically choosing a romantic fantasy to align with the festive spirit of December, females specifically of this generation will recognize the car’s embodiment of Cinderella and the Little Mermaid causing the car’s addition to their holiday wish lists. Likewise, all genders will resonate with the adventurous persona of Peter Pan leading the Lost Boys to victory over the villainous Captain Hook. Featuring exclusively selected characters to lessen a potentially chaotic scene, the Ford Fusion hybrid effortlessly becomes the hero brightly enhanced on Never Neverland’s dark seas. Although displayed in the corner to maintain attention on the car, the name and #fantasybecomesreality continue consumer engagement when followed online.

#fantasybecomesreality

Ford Fusion

hybrid 2013

Ford Fusion

hybrid 2013

#fantasybecomesreality

DESIGN STRATEGY

Digital App

Inspired by the catchy melodies resident in every Disney classic, ‘Sing your Colors Out’ or SYCO(pronounced SIGH-KU) offers smartphone users the opportunity to become an animated Disney star. Whether socializing with friends or simply inspired to take on a bedroom solo, the karaoke/ photography application provides the fantasy by means of the Ford Fusion hybrid. Upon choosing from an extensive list of songs ranging from ‘Under the Sea’ to ‘Hakuna Matata’, a winning ‘selfie’ is taken to be digitally embedded as the beloved protagonist driving alongside the character’s romantic interest in the scene.

SYCO

Using SYNC® technology recording software, users can save their masterpiece and rewatch themselves steer the car within the song’s classic animation to the sound of their own voice. Besides being downloadable to their own camera roll, users also have the option to share their fantasy on Facebook, Twitter, Instagram, or email further spreading awareness of the thrilling car.

Media

Encompassing a varied collection of utilized media, the â&#x20AC;&#x2DC;Fantasy becomes Realityâ&#x20AC;&#x2122; campaign will strategically reach targeted Millennials with time and site specific print ads, social media, digital, environmental, television, and guerilla advertising. Premiered initially in early Fall and continued into the month of December, buzz about the product will progressively build inspiring these individuals to consider the product line as an ideal car.

MEDIA

Commercial timing Broadcasted promptly following the guerilla marketing introduction to the campaign, a 30-second television spot will be aired in between the premieres of several top fantasy shows watched by Millennials during September. Exposing the commercial in the evening when viewers are finished with homework, or want a relaxing break with friends, ‘Alice in Wondercar’ will be the first commercial shown during the premiere of ‘Once Upon a Time in Wonderland’ on ABC Network. Relating directly to the show’s overall story, viewers interested in this plotline will in turn be interested in the fantasy ad. Noting the high viewership and ratings of Fall premieres, the ad will simultaneously play on the CW Network during ‘America’s Next Top Model’ paralleling with the imagination to reality theme. Disney Channel will also be an essential network to broadcast the commercial in hopes of beginning car loyalty with the young teen age of its audience. By showing the advertisement during the opening Fall series, viewers will become aware of the new Ford Fusion hybrid building a fan base for the upcoming media elements in December.

Guerrilla timing and location Millennials consistently navigate familiar roads to and from school, toward their favorite shopping malls, and during moments of need social contact gracing highways, residential roads, and under overpasses. Noting the daily routes in their routines, the initial tactic used to introduce the campaign will be guerilla advertising found on bridges above commonly used roads. Drawing from the classic transformation of Simba walking with Timon and Puma across a log, the backdrop to the realistic log, and physical Ford Fusion hybrid will alter depending on the time of day. In the morning to early evening, the blazing sun will be present emerging behind the three characters. As night falls however, the bright moon will clearly be lit by provided spotlights, unmistakably showcasing the car as Simba within the fantasy. Causing press and word of mouth communication to spread across social networks online, the Ford Fusion hybrid will be positioned well for upcoming media strategies.

MEDIA Environmental graphic For those walking along urban sidewalks in popular city downtowns, Millennials passing the building billboard will feel inclined to change their path toward the street level life size scene. Featuring crowds of music festival goers sporting the fashion and style of the desired demographic as well as known attributes of these events, onlookers will be enticed by the crossing of their reality into classic Disney fantasy. Using the same concept found within the simultaneously debuted print advertisements, the physical Ford Fusion hybrid will protrude from the flat surface representing Simba from Disney’s Lion King. Interweaving the nostalgic storyline directly with distinguishing qualities of the desired generation will place this product line at the forefront of holiday wish lists.

Ford Fusion

hybrid 2013

Print Ad Publications & Specs Reaching our targeted millennial market by means of print advertising, the publications Teen Vogue, NYLON, and Seventeen will prove to intrigue these expected readers. Discovered on the glossy pages simultaneously with the environmental building advertisement, individuals that were curious about the guerilla efforts displayed for the month will establish a connection to the actual hybrid product line of Ford. Delivering the sophistication of Vogue, but with the emerging fashion, beauty, and pop culture trends trusted by youths, Teen Vogue’s monthly print audience will recognize the classic characters and

storyline of Cinderella, and desire further information to make the fantasy their reality. The specs for a full Teen Vogue page are 7” x 9 3/8 ” bleed, 6 ¾” x 9 1/8” trim, and 6 ¼” x 8 5/8” live area. Reaching more than 12 million readers in print each month, Seventeen provides an engaging layout navigating girls through teen hairstyles, fashion, fun games, and beauty tips to build a strong sense of self. Purposefully placing a spread featuring the Little Mermaid emerging from a background of crashing waves, readers will instantly recognize the nostalgic character and want to make the Ford Fusion hybrid a part of their world. The specs for a Seventeen spread are 15.75” x 10.75” bleed, 15.5” x 10.5” trim. Nylon and NylonGUYS are designed to reach a more alternative reader, extending its fan base from teens to those on the older cusp of being a Millenial. Ranging in one-of-akind fashion, music discovery, whimsical photography, and current culture trends, these readers strive for individuality especially finding value from renewed phenomenoms from the past. The advertising specs for a Nylon/NylonGUYS full page are 9 ¼” x 11” bleed, 9” x 10 ¾” trim, and 8 ¼” x 10” live area. Resognating with the characters of Never Neverland, both guys and girls of this print population will want to hold onto their youth and discover how to fulfill this with the car.

MEDIA Social Media Collaborating with the #fantasybecomesreality call to action on the various advertisements, targeted individuals will become aware of the product line’s online presence. Expected to direct viewers initially to the original creator of the hashtag, Twitter, those who venture to this medium will discover Ford Fusion hybrid handle(@fordfusionhybrid) which will link to the corporate website featuring the Facebook and Instagram links as well. Consistently updating tweets, and statuses throughout the month of December strategically will intrigue holiday spirited teens to want ‘fantasy as reality’ with a new car.

promotion

The default tweet or status will provide story specific phrases like, ‘The @fordfusionhybrid became a part of my singing world! #fantasybecomesreality’ which will support a contest during the month of December. For those who use the specified handle and hashtag, Ford will enter them to win the ‘Next Fantasy Star’, a contest for the most original picture and best voice. Offering an all-expense paid grand prize to ‘Never Neverland’, the winner will enjoy the 68mile scenic ‘Road to Hana’ in Maui behind the wheel of a Ford Fusion Hybrid. Showcasing the elements of fantasy, and ecofriendly gas mileage this car includes, word of this promotion will quickly spread awareness of the brand especially noting the giving nature of the month.

SYCO Digital mobile app SYCO Specially available as a free download from the car’s social platforms ‘Sing your Colors Out’ makes smartphone users and their voice a Disney animation star. Upon snapping a winning ‘selfie’, individuals are incorporated into the chosen song’s associated fantasy, as the Ford Fusion hybrid drives them and the romantic interest of the character through the song’s scene. Equipped with SYNC® technology recording software, users can save their musical masterpiece, and share their fantasy on Facebook, Twitter, Instagram, or email.

MEDIA

Research Questions

1.What emotions are conjured when viewing the incorporated crowd within the classic Lion King scene? 2.In terms of the car name, and hashtag #fantasybecomesreality, do you feel the text is big enough to be informative? In the same regard, does the hashtag reflect the advertisement accordingly? 3.With knowledge that the environmental ad will be placed on urban downtown buildings, do you feel this is the best placement to reach you and those also in your age range? 4.Given the following list of popular publications, circle your top three. Teen Vogue | GQ | NYLON | NYLONguys | Elle | Lucky | Self | Shape | Seventeen | Bon Appetit | J-14 | People | UsWeekly | Cosmopolitan | Glamour | Women’s Health | Men’s Health | Golf Digest | Playboy | Maxim | 5.Are the supporting characters featured within the three print ads the appropriate choices? Do you ‘miss’ any personalities not present in the ad but important to the Disney classic? 6.Upon playing the digital application, ‘Sing your Colors Out’, what emotions do you feel? Do you feel inclined to make several songs/ tell your friends? Are there any other forms of social media you would want to share your video on? 7.Currently the guerilla campaign doesn’t feature a link or hashtag to initially create mystery and suspense for the campaign. If you saw the bridge either during the ‘sun hours’ or ‘moon hours’, would you feel inspired to tell others about it or would #fantasybecomesreality added to the scene aid in recall? 8.In anticipation for the Fall’s list of television premieres, list five shows you are most looking forward to tuning into? 9.Are there any Disney classics you feel are ‘overused’ or no longer resonate with you?[Optional] 10.Choose three words or phrases to describe your perception of Ford Motors prior to this presented campaign and likewise your stance on the brand based on the redesign.

Appendix Upon researching Fordâ&#x20AC;&#x2122;s inventory of products, the campaign backbone was developed upon considering a new target audience and direction for the company. Intriguing Millennials by means of nostalgic childhood stories, Disney expectedly became an ideal collaboration, and ignited the process of research, sketches, revisions, and evential finalized concepts.

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Intial route Moodboard

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fantasy becomes reality fantasy becomes reality fantasy becomes reality

Source Sans Pro

Potential Color Palette

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Print Ad Sketches

Print Ad Revised Sketches

Guerilla Sketches & Digital Concepting

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fantasy becomes

Print Ad Digital Revisions

reality

2013 Ford Fusion hybrid

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Guerilla Concepting and Research

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Environmental Digital Revisions

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Commercial Concepting ‘Alice in Carland’ Clock ticking, a white plate with crisp burned toast is frantically set on a wooden dining table. A 10-12 year old girl dressed in contemporary blue and white dress is the recipient sporting an emotionless expression. Mother is hurriedly running around the background kitchen muttering ‘I’m so late for this date. Oh goodness, Alice, Uncle Matty is going to take you to school today.’ Car honks from driveway, where the Ford Escape has parked. Alice grabs backpack, and walks out the door. Shot of seatbelt being clicked in featuring the Ford logo? From Alice’s perspective, Uncle Matty appears like a modern ‘Mad Hatter’(Matty). He says with a grin ‘Why don’t we have an adventure today Alice?’ Cat jumps into Alice’s lap from back of seat looking into Alice’s eyes. Drive away soundtrack comes on. The coloring of the scenes grow more saturated. Matty and Alice enjoy cupcakes together eating outside. Next, they walk into a science exhibit where Alice piers through a glass cage at a green fat caterpillar sitting on a rock; Matty is in the background sipping his tea themos. Finally they shut the car doors, and walk toward a park bench next to a riverbank from the driver’s seat perspective showcasing the full tank of gas. They begin playing cards as the cat’s head piers over their game. Fade to Alice resting against a tree by the riverbank, Matty checks his watch, gently wakes her, and nods toward the car. Mom walk into the house where Matty and Alice are eating and asks, ‘How was your day Alice?’ Alice looks at Matty with a smile as the camera focus goes from them to the car through the window behind them. Logo of Ford escape is shown. ‘Introducing the Ford Escape 2013. ‘Bird Migration’ Following the migration of birds on their voyage across the country. Through the night, see the stars as the birds shadows are seen as they stop. When the car locks, the lights flash on the eyes of a few of the birds as feet in hiking boots walk towards a diner like location. Next day following the birds, pass a gas station without stopping to show good mileage. See that a bird gets hurt. Without showing faces or front of uniform, the people take the bird and put in the back of the SUV with blankets. Continue driving and show that the flock flies above the car to showcase the emotional connection of being ‘one with the flock’. Once the people in the car let the bird go to to the flock where they officially have migrated to, audience sees who they are, wildlife rescue/followers. Show logo. ‘Employee Rivalry’ Open to a large office’s door half open revealing a plush leather chair turned away from the shined wood desk. Two receptionists sit across from each other behind two large monitors, and their desks outside the office. Each employee eyes the other over the top of the monitor. Shot of door cracked half open with the ‘boss’ in a chair talking to someone. ‘No, no, no, it’s not right. Sigh Where is my latte? I’ve already been here for ten minutes!’ The two employee receptionists look at each other and immediately get up and leave their desks. High energy music comes on. First see the male employee running to his big Hummer as the woman employee casually walks toward her Ford Escape. Male finds trouble trying to back out as the Ford Escape easily backs out. Once on the road, the Ford Escape rides smoothly with now soft rock music inside the car. Shot inside the male’s car honking at other cars and fast paced music. The woman finds a parking spot right in front of the elite Italian café. The Hummer is close by but his gas has ran out. Women walks back into the office with the coffee(show just her hand holding the coffee as if the viewer becomes the woman) ‘Your Triple soy two pump caramel extra foamy latte Miranda.’ Meryl Streep turns around in her chair while on the phone, half smiles and turns back around in her chair. The woman employee walks away smiling. As she sits down and at her desk sipping her own coffee, her male employee runs in looking tired and upset. Hear boss say, ‘Where are the blue suede Valentinos?!’ Woman tosses the man her keys and winks. See man in car relaxed as he drives toward downtown? Introducing the Ford Escape: never questioning [stopped by] life’s most crucial demands agendas needs obstacles ‘Masculinity meets green-living’ Open at a club in LA, loud music, dancing. See back of head with salt and pepper hair. Person they’re talking to is smoking, and as they blow the smoke in his face, he laughs and turns to cough revealing it is George Clooney(or well-known baby boomer actor). Waves as he goes to exit. Leaves club waving at people as he leaves and goes to his big Hummer or gas guzzling car. Starts car, begins driving away out of shot. See him pulling into driveway and see the gas light is already on, ‘I just filled this up an hour ago!’ Slams the door and walks inside. Next morning, has a change in mindset. Goes to a vegan restaurant where he is presented with odd looking food from a smiling hippie. Smiles back hesitantly. Goes to a eco-friendly clothing store; opens dressing room curtain to seeing him wearing eco-friendly burlap clothing. Walks out of store and again his Hummer is out of gas. Sees Ford dealership is across the way and walks towards it. Sees Brad Pitt with Angelina Jolie buying the Ford Escape. ‘Never compromising your identity or the environment’ ‘No need to change your identity for the environment: Ford Escape’ ‘Superheroes’ In the midst of an apocalyptic society, villainous character runs into a bank with firearms screaming for all the money. ‘C’mon c’mon hurry up peasants! Let’s go!’ Runs out of a bank with sirens ringing. Jumps into a gas guzzling car. From inside of Ford Escape, hear the police on radio saying, ‘We just have gotten word the Town bank has been robbed.’ Can see the scene from a far. Hand puts key in ignition showing the Ford logo. Casually drives to the scene. The villain is inside his car and as he attempts to drive away, his car is out of gas. Frantically tries to start the car, but it won’t start. From hero’s perspective, get out of the Ford Escape, close the door, and walk to the Hummer. From the villian’s perspective, there is a tap, tap, tap, on his tinted window. Villain’s head hangs low knowing he has been defeated. Rolls down window to see Superman(or other superhero). Introducing Ford Escape 2013 ‘Uncover what’s under the hood’ Wife and husband are reading the newspaper, eating breakfast quietly. Husband looks at the time, and gets up to kiss his wife on the forehead. As he leaves, she gets up to look out the window as husband gets on the phone; hear him say, ‘Yes, she’s at home. I’m on my way.’ Wife grabs keys with the Ford logo on it off of the table. Pulls the car out of the driveway. Soundtrack ‘Suspicious-Moon Taxi’ starts playing. Darts in and out of traffic following her husband to a motel that is quite far away; passes many locations. He walks up to a room where a sexy woman answers and lets him in. Wife drives away passing a gas station. Once arriving home, she goes into her bedroom and grabs her suitcases and begins to pack. Fade out. Husband arrives home saying, ‘Honey I’m home…honey?....honey?’ Introducing the Ford Escape 2013

Developed Storyboards

Works Cited “2013 Ford Focus Earns Highest Possible Safety Rating from Insurance Institute for Highway Safety.” 2013 Ford Focus Earns Highest Possible Safety Rating from Insurance <http://corporate.ford.com/news-center/press-releasesdetail/2013-ford-focus-earns-highest-possible-safety-rating> 2014 Fiesta. N.p., n.d. Web. <http://media.ford.com/content/fordmedia/fna/us/en/ products/cars/fiesta/2014-fiesta.html> “2014 Ford Super Duty | View Super Duty Features | Ford. com.” 2014 Ford Super Duty | View Super Duty Features | <http://www.ford.com/ trucks/superduty/ features/#page=Feature12> Focus ST Bringing New and Younger Buyers to Ford Brand. <https://media.ford.com/content/fordmedia/fna/us/en/ news/2013/11/07/focus-st-bringing-new-and-youngerbuyers-to-ford-brand.html> “2013 Ford Mustang.” Reviews, Pictures and Prices. N.p., 8 Oct. 2013. http://usnews.rankingsandreviews.com/carstrucks/Ford_Mustang/ <http://www.nissanusa.com/content/dam/nissan/request-brochure/en/2013/pdf/2013-nissan-sentra-en.pdf> “Heritage.” Ford Motor Company. N.p., n.d. Web. 10 Dec. 2013. <http://corporate.ford.com/our-company/heritage>.

“2013 Car Brand Perception Survey.” Consumer Reports Online. N.p., n.d. Web. 10 Dec. 2013. <http://www. consumerreports.org/cro/2013/02/2013-car-brandperception-survey/index.htm>. “Sameness in Current GM and Ford Advertising Ignores Key Branding Principles.” Examiner.com. N.p., n.d. Web. 13 Dec. 2013. <http://www.examiner.com/article/ sameness-current-gm-and-ford-advertising-ignoreskey-branding-principles>. “Disney Classics Archives - Disney Screencaps.com.” Disney Screencapscom. N.p., n.d. Web. 13 Dec. 2013. <http://disneyscreencaps.com/category/disney/disney-classics/>. “The First Model A Laid a Foundation for the Future.” The First Model A Laid a Foundation for the Future. N.p., n.d. Web. 12 Dec. 2013. <http://corporate.ford.com/ourcompany/heritage/vehicle-history-news-detail/670model-a-1903>. “Innovative Print Ads Prove How All-New 2013 Ford Fusion ‘Stands Out’ in Competitive Midsize Car Segment.” Innovative Print Ads Prove How All-New 2013 Ford Fusion ‘Stands Out’ in Competitive Midsize Car Segment. N.p., n.d. Web. 13 Dec. 2013. <http://corporate.ford. com/careers/careers-news-detail/pr-innovative-printads-prove-how-37277>.

“Video: Alan Mulally Discusses the Company’s Progress and How Ford Continues to Innovate with the 2013 Ford Fusion.” Video: Alan Mulally Discusses the Company’s Progress and How Ford C ... N.p., n.d. Web. 13 Dec. 2013. <http:// corporate.ford.com/news-center/press-releases-detail/fsvideo-alan-mulally-discusses-2013-ford-fusion>. “Ford in the Community.” Ford Motor Company Community Investments and Global Outreach. N.p., n.d. Web. 13 Dec. 2013. <http://corporate.ford.com/our-company/com munity?releaseId=1244755129903>.