FORD MACH-E BRAND GUIDELINES
THRILL OF EVERYDAY
FORD MACH-E BRAND GUIDELINES
Table of Contents
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Brand Adjectives
Creative Brief
True Line
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SWOT
Demographics
Advertising
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Globalize to Iceland
Hoopla
Emerging Tech
Who are we?
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Brand Adjectives
Fast Adaptive Lively Thrilling Fresh
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Luxurious Safe Personality Clean Reliable
Strategic Research
Why does our client need to advertise? The Mach-E is new to the market and is advertising to initiate a difference between itself and other electric vehicles. What is the advertising going to accomplish? The Mach-E is a family car with the thrill of speed and always together with the newest technology.
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Who are we going to connect with? Techie families that want the widest range together with newest tech on the market.
Creative Brief
What are the most insightful things we know about them? They are up to date on modern-day technology and want to stay on top of the new trends as well as drive a good, safe and fast car. What is the single most effective message we can tell them? The Mach-E will give you the thrill and satisfaction in your everyday driving. What else is there to know that supports this message? With the brand comes history and safety.
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Where the excitement of driving and technology come together.
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Thrill of everyday.
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S W STRENGTHS
WEAKNESSES
Adaptable Global brand recognition
The Mach-E goes 305 miles on a full charge with extended-range battery while a car with gas will take you up to around 460 miles.
Environmentally friendly
The Tesla is a better etsablished EV brand.
High technology Personalized to the drivers needs
O T OPPORTUNITIES
THREATS
Market growth
Economic turndown
Technology development
Cheaper alternatives when it comes to electric vehicles
More variety of models Exposure to the Aisian market
Other electric car brands like Tesla has more brand loyalty
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Who? The Mustang Mach-E is family car for a family who has an out-and-about lifestyle. They have an above-average income and desire to stay on top of new trends. Technology and the newest tech gadgets on the market is an interest itself
which makes it mportant to them. They have an interest for cars in general, driving fast is a fun thrill in the everyday life. Since the target audience has kids safety is of course of high importance and they want to be aware of the environment since the kids will grow up in this world someday. Since the target audience is of the adventurous kind road trips and trips to the kid’s soccer games and training. Since there is a lot of car trips happening for the car the eco-friendliness is great.
Demographics
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Why? This segment of people will be a fitting target for the brand because they have the desire for a car in the Mach-E range and is willing to pay for it. Since technology and safety is of high importance the Mach-E is a perfect type of car for this type of demographics. And because I am targeting families with an out-and-about lifestyle the SUV car model is the most appropriate.
Visual Storytelling
Advertising
Out Of Home
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Globalize to Iceland
Mach-E Explorer Icelanders are adventurous people who appreciate their beautiful landscape and hiking which we saw as an opportunity. Introducing the Mach-E together with the people of Iceland with orienteering around in this environment.
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FME Tournament We took the Mach-E to the Islandic market together with the FME Golf Tournament. A professional championship that Mach-E hosts which will be shown on Television. Raising awareness and consideration linked to a sport with the same luxurious tonality as us.
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Hoopla
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Skydiving Sponsorship We collaborate with bungy jumping and skydiving stations to invite our customers to the thrill of a lifetime as well as the thrill of everyday. Sometimes you want to experience a little extra adrenaline in your life, we wanted to highlight to our customers that they can feel this thrill in a smaller dose in their everyday life together with us.
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Open Climb Ford Mach-E will put a climbing wall in open public places in big cities for everyone who wants to experience a thrill in their everyday life. This will reflect the feeling that Mach-E gives the person driving the car every single day.
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Emerging Tech
Car Share
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Introducing Car Share, sharing your location with family members and friends. You do no longer have to text or talk on the phone while driving to let people know how far you have come or how long it will take for you to come home. A feature adaptable to road trips - Connect two cars together and choose to follow each other. Making it convenient when stopping for food, finding secret spots, and many more without needing to communicate through other devices that interrupts the driving.
Mach-E SPORT The Mach-E SPORT is a VR videogame for everyone in the family to enjoy. Race each other and see who is the race driver of the family. The Mach-E is for the whole family and through this game, every member of the family will have the opportunity to drive it or even better, race with it.
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© 2021 Fanny Odebrand All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Fanny Odebrand. The only exception is the name of the Brand and the logo of the Ford corporation which were provided by the Ford Motor Company Press Kit. Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from unsplash.com, pexels.com, and are used in accordance with the CC-0 License and Pexels License. License the book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in Sweden.
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