FORD MOTOR COMPANY
Life Is a Sport.
We Are the Utility. 2016 SUV Platform Launch
UWG developed a digitally focused, fully integrated, AA campaign strategy that seamlessly aligned with Ford’s “Be Unstoppable” SUV platform and “Life Is a Sport, We’re the Utility” campaign messaging.
MVPs and Marathoners
Life is a sport. It’s adventurous, challenging and rewarding. For African Americans, life means a never-ending pursuit to realize their vision of the American dream. Through years of perseverance, hard work and determination, it’s their turn to confidently step into the spotlight and “change the game” … the game of life.
HOW THE GAME PLAYED OUT
Using “We are all …” as the campaign communication anchor, our solution was to bring the idea to life in digital content verticals that resonated most with our AA target (Aspirational and Everyday Achievement) utilizing authentic AA influencers to amplify the messaging within those verticals.
Digital videos (3:00 long format to :15 pre-roll), creative (strategy, messaging, OOH design, print design, OLA displays, social media toolkits), traditional media buy (broadcast, OOH, radio, print), digital media buy (hyper-local mobile conquest, social media units, IAB standard online display units), social media amplification (influencer toolkit/communication management), experiential (Essence sponsorship activation), public relations.
OUR SUCCESS RATIONALE
By creating authentic and empowering brand messaging delivered by influential individuals from the target AA audience, Ford was able to credibly continue to extend its brand invitation and directly align the overall SUV “Unstoppable” messaging that invoked the audience’s emotional desire to be “Culturally Unstoppable.”