50 iconic years Breaking Tradition

Wieden and Kennedy: Valery Fregoso Courtney Hendricks Alexandra Leach Jasmine Liew

2015 Ford Mustang

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Table of Contents:

Introduction ................................................................................................................... 3

Ford’s Histry ..................................................................................................................... 4

Hisotry of the Sports Car ............................................................................... 5 -7

Portfolio ............................................................................................................................ 8

Current Situation ..................................................................................................... 9

Financial Performance ......................................................................................... 9

Target Markets ............................................................................................................ 10-12

The Big IDea ........................................................................................................................ 13

Creative Brief ................................................................................................................... 14

Advertisements ...............................................................................................................18-19

Commercial ........................................................................................................................ 20

Public Relations ........................................................................................................... 21

Twitter Campaign ....................................................................................................... 22

Stunts:/Guerilla Marketing ............................................................................ 23

Bibliography........................................................................................................................ 24

Ford Motor Company has been a successful, competitive automaker company since it was founded in 1903 by Henry Ford. The company seems to deviate from the norm, such as

introducing a way to manufacture a large-scale of cars by the moving assembly line. Ford also manufactures the Ford Mustang in 1964, which created the “pony car” class of American auto-mobiles.

From the beginning, the Ford Mustang has been a sensation to Americans. Ford sold 22,000 on the first day it came out and about 400,000 more in the first year. It has been a great hit ever since because the cars are sold at a reasonable price while still looking luxurious. There are also many different models of the Mustang ranging from the GT, V6, and Shelby. All these models are able to fit many people’s different personalities.

2014 is just around the corner, and Ford Mustang will be celebrating their 50th anniversary. Highlighting the car model’s success throughout the years, we would like to show how it has been breaking tradition just like its parent company, and how it has changed the world of auto-mobiles.

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“We don’t want tradition. We want to live in the present and the only history that is worth a tinker’s dam is the history we make today.”

- Henry Ford

Introduction:

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History:

1903: Ford Motor Company founded. First car sold1906: Henry Ford Becomes President of FMC1908: First Model T made available to the public1917: First Ford truck introduced1964: The Ford Mustang is introduced at the World Car Fair 1984: Ford Motor Company earns a record profit of $4.63 billion2003: Ford unveils its first hybrid motorized car, the Ford Focus

Ford Motor Company:

Strategy and Mission: “One Team

People working together as a lean, global enterprise for automotive leadership, as measured by: Customer, Employee, Dealer, Investor, Supplier, Union/Council, and Community Satisfaction

One PlanAggressively restructure to operate profitably at the current demand and changing model mix

Accelerate development of new products our customers want and valueFinance our plan and improve our balance sheet

Work together effectively as one team

One GoalAn exciting viable Ford delivering profitable growth for all”

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Strategy and Mission: History of the Sports Car:

Ford Mustang:

Positioning: 1966- “You’re ahead with Ford”2013- “Built for the road ahead”& “Go Further”

Agencies:1964– Jay Walter Thompson 1966– Grey Advertising2006—Team Detroit

1966 Ad1967 Ad 2004 Ad

“Born in 1964, the legend of the Mustang continues to grow. Three models. Zero compromise. One mission: Be the best.”

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History of the Sports Car:

Dodge Challenger:

Of all the classic muscle cars, none have become more collectible or more valuable than the Dodge Challengers and Plymouth Barracudas produced during the 1970 and 1971 model yearsAlways been known as a power car, but  

being associated with horsepower could also mean an association with the guzzling of gasoline → wants to change their image

Advertising Agenies: 2012- Wieden + KennedyBeginning- BBDO Detroit

2010 Ad1970 Ad 2013 Ad

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History of the Sports Car:

Chevy Camero: Historical examples exist of Chevrolet product managers being asked by the automotive press “what is a Camaro?”, with the tongue-in-cheek answer being “a small, vicious animal that eats Mustangs,” a sideways reference to the compet-ing Ford Mustang. Besides being clever and entertaining, these Ca-maro commercials are great executions of image advertising.  It’s not about features, gas mileage,

industry awards or cost.  It’s simply about the Ca-maro driving experience.  What you’re missing out on if you don’t have one.  And it’s not a subtle suggestion; it’s exaggerated to make a point.

Advertising Agencies:2013- Interpublic Group’s McCann WorldgroupOmincom Group’s GSP

1960’s Ad 2011 Ad

Portfolio:

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Ford Motor Cars:

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Current Situation:

Financial Performance:

• Ford Motor Company U.S. sales increase 7 percent overall in November; retail sales up 9 percent for best November since 2004

• Passenger cars led by Fusion sales increase of 51 percent and Fiesta sales increase of 26 percent, both setting records for November

• F-Series tops 60,000 sales for the seventh straight month• All-new Lincoln MKZ sales increase 114 percent, Lincoln up 17 percent• Ford announces 2014 first quarter North American production plan of 770,000 vehicles

“Ford Retail Sales Momentum Continues with Best November Since 2004”

Target Markets: Primary Demographic:

Name: Angelina PerryGender: FemaleAge: 22-30

Marital Status: Single and ready to mingle

Education: Business degree from USC

Location: From Palo Alto and now living in Los Angeles

Employment Status: FTI Consulting

Lifestyle: Up to date with all the new trends, love luxury, active on social media

Lifestyle goal: to be an independent careerwoman in Southern California

Strengths: Weaknessess:

Opportunities: Threats:

• Car will be a head turner and help her still be the center of attention.

• Car is in her price range• A reliable car she can take long trips

in

• She’s high maintenance, a Frod car might not be a luxurious enough.

• Might not need a car right after graduation.

• Convertible might ruin her appear-ance during the ride.

• Convertible style since she lives in Sunny Southern California

• 2015 has more color options to help her stand out.

• It has great MPG --> 23 MPG

• Other brand cars that are more luxurious

• Mustang Convertible kown to be not as comfortable.

• Ford is a common car type especially Mustang. She might not be as unique as she would like

102015 Ford Mustang Premium Convertible

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Secondary Demographic:

Strengths: Weaknessess:

Opportunities: Threats:

• Car will be a head turner and helps him stand out.

• Helps get the attention of the ladies he is interested in.

• Appeals to his rebel side.

• Might not be realistic to drive a low rise car in a rural area with dirt roads.

• Not greate gas mileage• Might be deviating too much from

the dorm because hardly anyone would drive a sports car in rural aresas.

• Great stero so he can blast nay song he likes.

• Car is reliable during joyrides.• LED lightings to help him get

around at night on the dirt roads

• Environment not sutable for a sports car.

• Might not have enough of his own money to buy

• The truck he already is driving might still be efficent and reliable

Name: Luke Keith Gender: Male Age: late 20s’ - early 30s’

Martial Status: Ladies’ Man

Education: High School Diploma

Employment Status: Works for his family’s business and is preparing to take it over

Location: Berryville, Texas

Social Class: Wealthy family

Usage: Drive his car into the city for work, to run errands, and to take ladies on dates

2015 Ford Mustang Shelby GT Premium

Teritary Demographic:

Strengths: Weaknessess:

Opportunities: Threats:

• Help them feel young again• Impressive to show off to friends• THeir new item to take care of since

their children are gone

• MPG not greate if they like traveling often (18 MPG)

• MIght want to splurge more than on a Ford.

• Have to share among two people, one that is working

• Fun, collectible car• Greate navigational system to help

them during their trips with friends.• Great car to drive around in Las

Vegas. It fits in well.

• Might want other classic cars like a Dodge Challenger

• Economy → might not want to invest in anything huge

• Might want a more family car for their kids/grandkids

Name: Gender: Married Parents Age: 45-60

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2015 Ford Mustang GT Premium

Marital Status: just celebrated 25th anniversary

Children: Ages 18-24 all moved out of house

Education: Both college graduates

Homeowners and retiring to Lake Las Vegas

Hobbies: include socializing and hosting parties with other friends who have no children in their homes, enjoy road trips, live entertainment and trips to Lake Mead

Usage: Driving frequently over the valley and to visit their children out of state

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The Big Idea :

Breaking Tradition #HappyBirthdayMustang

Creative Brief :

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Client/ Client contact information: Ford Mustang

Project:“Breaking Tradition”

Prepared by:Valery Fregoso (frego104@mail.chapman.edu)Courtney Hendricks (hendr130@mail.chapman.edu)Alexandra Leach (leach110@mail.chapman.edu)Jasmine Liew (liew103@mail.chapman.edu)

Background/Overview: We want to show the audience that Ford Mustang is able to deviate from the norm and make their own name for themselves and change the evolution of automobiles. At the moment: Ford Mustang is begining to celebrate their 50th anniversary which is this coming year, 2014. They have launched a “Mus-tang Inspires” media campaign. This is where they are interacting with their audience and having them send in pictures and photos of what the Mustang inspires them to do in their everyday life. They are also promoting the hashtag #Mustanginspires all over their social media.

Oppourtunities: This is our opportunity to take the Mustang’s 50th anniversary to our advantage, and change their campaign to make it more appealing and exciting for our potential target markets. Ford will also be launching the 2015 Mustang, so we would start advertising that model and make people become aware of it

Ad Campaign: We want the ads to show how Mustang “breaks tradition.” Parallel to the big idea, we would like to target the female audi-ence, specifcally women that have graduated college and are ready to start their new life with their new car.

What is the objective, the purpose of the ad? We want the ad to convince people to implement the hashtags on their social media accounts and ultimately choose to buy the Mustang if they are looking to buy a car.

Target Audience: Female- 22-30, Male early 20s -early 30s, Empty Nesters

What’s the single most important thing to say? Joe/Jenna: The Ford Mustang will give you a thrill while driving it, but it is also a safe and reliable car.

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What are the supporting rational and emotional ‘reasons to believe and buy?” To explain why the consumer should believe what we say and why they should buy. To include all the major copy points, in order of relative importance to the consumer. In other words, “What else can we say and show to achieve the objective?”1. Its time for a change2. The Mustang will give you alot of attention on the road.3. It is a reasonable price, but the new Mustang will help you stand out from all the ordinary sedans and sports cars.

Creative Thoughts: Cake Boss collaboration and art wall collaboration with Obey Giant in Detroit --> promote 2015 Mustang hashtag impletmented for the 50th anniversary. Result expectations: The audience will start to become aware of the new 2015 Mustang and Mustang’s 50th anniversary to get them more intrigued with the brand.

Schedule: Janurary 2014- Start discussing promotional tweets about Mustang’s 50th birthday Finalize Cake Boss collaboration and Obey wallart collaboration. Begin advertisement sketches Feburary 2014- Have finalized sketches approved by the executives. March 2014- Start painting the design on the wall with Obey Display the deign to Twitter to spread the word about it April 17, 2014- Mustangs 50th Birthday. Send out Happy Birthday Mustang Promoted Tweet.

May 2014- Plan and execute commericials. Develop Media buying plan

June-Aug 2014- Execute ads and commericals and buy media placements.

Septemeber 2014- Start distributing the ads out to different publications.

October 21, 2015- Back to the Future 2 Twitter campaign. Reveal Back to the Future 2 partnership commerical

Advertisements: Advertisement 1:

Advertisement 2:

Advertisement 3:

This advertisement is geared towards our primary target audience, the young female. This ad will be placed in magazines which include: Cosmopolitan, Glamour, Women’s Health, People, and Allure.

This advertisement is geared towards our secondary target audience, the young male. This ad will be a billboard and placed in magazines including: GQ, Men’s Health, Sports Illustrated and Motor Trends.

This advertisement is geared towards our teritary target audience, the empty nesters. This ad will be placed in magazines which include: AARP, Better Homes and Gardens, People, Self Magazine and Men’s Health.

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5 Perfect 10’s...We Mean the mustang of courseCelebrating 50 years of breaking tradition

Introducing the all new 2015 Ford Mustang premium convertible Prices starting at $30,000

Advertisement 1:

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Which do you think she chooses?Which do you think she chooses?

We Win.

Happy Birthday

Mustang

Happy Birthday

Mustang

Introducing the all new 2015 Mustang Shelby GT premiumPrices starting at $35,900

We Win.

Advertisement 2:

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Introducing the all new 2015 Mustang GT premiumPrices starting at $35,900

50 never looked so good50 never looked so good

Happy Birthday

Mustang

Advertisement 3:

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Commerical: Commerical: Commerical:

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In one of our many commericals we will be pulling clips from our favorite movies featuring the Ford Mustang over the years. The montage will end with Marty Mcfly coming to the future, 2015, in “Back to the Future 2” where they present what they felt the 2015 Ford Mustang will look like. This will end the commerical to reveal the 2015 Ford Mustang, 50th anniversary edition.

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Public Relations:

October 21, 2014-- sponsorship with Back to the Future Part II for “Back to the Future Day” which features the “2015” Ford Mus-tang

April 21, 2014- The day the Ford Mustang was first released in 1964. We will be initiating a social media campaign on Facebook, Twitter and Insta-gram encouraging users to post their Mustang photos. Users will be notifed through social media posts for the four weeks leading up to the event.

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Twitter Campaign:

This tweet will be promoted on Twitter on the Mustang’s birthday, April 17, 2014. We will encourage people to tweet to #HappyBirthdayMustang. We will tweeting “throwback pictures” of older models of the Mustang to celebrate the day.

This tweet will be promoted on October 21, 2014. We will be debuting our commerical for the 2015 Ford Mustang on this date.

We will be encouraging people to tweet how today is the date Marty McFly comes to “the fu-ture” in Back to the Future 2 and about the new Ford Mustang.

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Stunts/Guerilla Marketing:

Ford Mustang will collaborate with Shepard Fairey and create a giant tirbute to the Mustang’s anniversary on a huge city block in Detroit Michigan. There will be a quote on the wall stating:

“We don’t want tradition. We want to live in the present and the only history that is worth a tinker’s dam is the history we make today.” -Henry Ford

“Cake Boss” Episode - We will ask Buddy from Cake Boss to create an evolution-ary birthday cake of the Ford Mustang. This cake will be made of different types of Mustang models since its first in 1964. The episode will air on TLC.

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Bibliography : i. “Mustang Inspires” http://www.mustanginspires.com/en-us/ii Ford Mustangiv. November 2013v. We choose to use this because this is Ford Mustang’s current social media campaign.

i. Ford Motor Cars ii. Advertising Age iii. Staff Writer iv. September 15, 2003 v. This was used to find the background information on the past advertisements Ford Motor Cars and Ford Mustang has used.

i. Crysler Looks Beyond BBDO for Advertising ii. Advertising Age iii. Rupal Parekh iv. August 30, 2009 v. This article was used to find what Dodge and Chrysler’s advertising agency was for the Dodge Challenger competitor information.

i. GM to Alter Its Strategy with Ad Agencies ii. The Wall Street Journal iii. Jeff Bennett and Suzanne Vranica iv. March 12, 2013 v. Chevy changed their advertising agency and strategy for the Chevy Camaro.

i. As Chevy Heads to McCann, 200 Staffers Must Decide if They want to Go, Too ii. Ad Age iii. Rupal Parekh iv. March 14, 2013v. This article was used so we can see what was going on with the advertisement agency shift in our competition, the Chevy Camaro.

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i. Dodge Challenger History ii. Edmunds iii. Staff iv. 2013v. We used this article to get information on our competitor’s, the Dodge Challenger, history of their brand and their advertisment agencies.

i. 1966 Ford Mustang Ad ii. Old Car Advertising iii. Staff iv. 2013v. This was one of the advertisements we used for our past advertisements. This one is one of the first advertisements that Ford Mu-stand had.

i. What Back to the Future II can teach us about the 2015 Mustang ii. Jalopnik iii. Patrick George iv. July 3, 2013v. Here is the article where we discovered that the “2015 Ford Mustang” appeared in “Back to the Future II” (1989). We used the clip located in this article as a clip in our commerical as well as the picture for the promoted tweet.

i. Ford 2013 Mustang Customizerii.Ads of the Worldiii. October 9, 2013iv. Staff v.This website posted a video of the 2013 Ford Mustang Customizer commercial. It listed the video credits including the advertise-ment agency.

i. Camaro beat mustang- 2011 sales: Video ii. Motor Authorityiii. Kurt Ernst iv. February 27, 2012 v. This website compares our car model to our competitors: the Chevy Camaro and the Chevy Corvette. It listed the sales in 2011 and the percentage rate of all sports cars sold in this year.