2012 Ford Focus Electric

Unplug. Go.

Table of contents:

3 Ford evolution 7 S.W.O.T. analysis11 About our customer17 Going global21 Emerging technology25 Executions41 Design elements

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Ford then and now:

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Ford history:

Ford Motor Company was founded June 16, 1903. Henry Ford left his engineering position at Edison Illuminating and built a company based upon innovation, and ethical standards. The friendship between Henry Ford and Thomas Edison spanned more than 30 years. They encouraged, and inspired each other. In fact, the first 1928 Model A Ford ever produced went to Edison.Some of Ford’s greatest innovations came not in the cars themselves, but in streamlining the manufacturing processes. This resulted in lower prices, making cars affordable for the general public for the first time.Ford believed in treating workers fairly, by creating an environment where the opportunity to work hard and create a better life for one’s family was possible. Henry Ford’s values continue to shape the Company to this day.

Ford today:

Ford sees a future that will include a diverse application of technologies to best fit each customers’ transportation needs, and personal style.All of Ford’s electric vehicles have advanced communication systems that maximize the efficiency and range of vehicles, find charging stations along planned routes, and measure exactly how far they can go until the next charge based upon personal driving style. Vehicles can be linked to drivers’ smartphones so that they can control charging, and other in-vehicle operations remotely. Ford has also developed a comprehensive approach to vehicle charging that makes the process fast, easy, affordable, and environmentally friendly. Ford delivers electric vehicles that are not only environmentally responsible, but are also engaging, easy to use, empowering, and fun to drive.

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S.W.O.T. analysis:

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Strengths:

• No gas needed.• Zero emissions, eco-friendly design.• Technologically advanced design which provides extensive customization options.• Reduced maintenance costs over gas engines.• Very low per mile operating costs.

Weaknesses:

• Maximum 100 mile driving range per charge.• Limited availability of charging stations.• Limited distribution.• Must be plugged in to recharge, unlike hybrid gas/electric vehicles.• Lengthy charging time.

Opportunities:

• Highlight “Cost per Mile” as opposed to MPG. • American job creation.• Potential for charging station partnerships with existing businesses.• Home solar panel installation option to offset electrical usage.• Political support to help rally environmentally conscious voters.• Global marketing.

Threats:

• Availability of other fully electric cars, with many more to come soon.• Petroleum industry’s extreme opposition to electric car technology.• Hybrid electric cars can be used for longer distances without needing charging stations.• Uncertain economy.• Less qualified mechanics.

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Our customer:

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3) Who are we going to connect with? Professional couples whose household income range from 80-100K. They prefer to live in or very near cities. They are college-educated, with 0-2 children. They are environmentally conscious, and technologically savvy.

5) What is the single most effective message we can tell them?You can be environmentally conscious while still enjoying your car.

4) What are the most insightful things we know about them?They love having the latest gadgets, but need a way to justify buying them. They will be the most excited about the technological advances in this design, but they will mainly talk about the environmental, and economic aspects as being the catalysts for their decision to buy this car. Once purchased, they will be extremely vocal as to the benefits of this model, which will provide more word-of-mouth growth than would normally be expected with a gas-powered car purchase.

6) What else is there to know that supports this message?The included GPS system, satellite radio, intelligent access system, push button start, smart phone apps, customizable views, and MyKey technology are just some of the many features that make the Ford Focus Electric the most fun, and efficient bit of geek-heaven out on the road today.

1) Why does our client need to advertise? This is a market that is quickly growing. Name recognition at the early stages of electric car sales will insure the longevity of the brand.

2) What is the advertising going to accomplish?Currently there is not a huge amount of brand awareness in this market; advertising heavily now will increase consumer awareness ten-fold. This will then insure that the Ford Focus Electric is the first thing that comes to a consumer’s mind when thinking of electric cars.

Creative brief:

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Brand adjectives:• Precision-engineered• Intellectual• Guilt-less• Conscientious• Simple yet electrifying• Meticulous• Superior• Flexible• Ground-breaking• Ingenious• Straightforward• User-friendly• Insightful• Secure

Mood board:

• Trust-worthy• Liberating• Modern• Pristine• Refined• Instinctive

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Global positioning:

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Focus on India:

India is one of the fastest growing economies in the world. Automobile sales have drastically increased in recent years; domestic sales were up 26% in 2009, and future sales are projected to enjoy continued growth. The Ford Focus Electric will be marketed to the rapidly growing Indian market by paying more attention to elements of the car’s design that will resonate with the audience, and by integrating it into Indian culture.

Many areas of India have problems with rolling blackouts. This will be an issue when it comes to convincing consumers to try any electric car. Solar powered charging stations, supplied by Ford, and free to Ford Focus Electric drivers will dispel some of the trepidation felt by consumers. These charging stations should be positioned in metropolitan areas, convenient to shopping centers and public transportation to make it more palatable to leave one’s car to charge there for an extended period of time.Technology is a major industry in India. Because the Ford Focus Electric is so technologically advanced, advertising about the technological specifications of the car will resonate with consumers. India is the world’s largest producer of films. Ford Focus Electric could partner with movie studios and position itself as a featured vehicle in Indian movies.Sponsor Hockey India (HI). Field hockey is referred to as “the national sport of India” and is officially named as such. Ford Focus Electric should sponsor the HI teams. Driving in India is famously dangerous; India leads the world in traffic fatalities. Campaigns for the Ford Focus Electric should highlight the safety features of the car.

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Emerging technology:

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3) Charging station downloads. Driving routes, playlists, and attraction suggestions can be automatically downloaded to the Ford Focus Electric’s memory while charging. Suggestions would come from a network of other drivers, as well as Ford engineers.

5) Parking spot assistant.For city dwellers the luxury of parking right in front of one’s house is often just fantasy. As such, that “walking into a parking lot, and not remembering exactly where you left your car” feeling is all too common. To solve this problem, the Ford Focus Electric’s key fob is equipped with a GPS sensor that tells you exactly where your car is parked. This is also a powerful security tool that ensures that you’ll always know your car will be found quickly in the event of theft.

4) Social network integration.The Ford Focus Electric will work with the existing bluetooth capabilities, GPS, and an additional “road trip” cam to fully integrate with social media sites. Users can experience virtual road trips; they can have audio chats with other drivers via their phone’s bluetooth, know each other’s real-time locations via GPS updates, even see the drive as it unfolds via a dashboard cam. All of the road trip information will be automatically uploaded to selected social media sites.

1) eBook link. The Ford Focus Electric will contain a mobile wi-fi network, and text-to-speech technology that will allow drivers to access their eBook readers (Kindle, iBook, Nook, etc.) and listen to audio books on the go.

2) Portable charger.A small battery pack that can be taken with you when you park your car, then charged separately. Essentially, a modern-day digital “gas can” that will allow drivers to get enough of a charge to power their cars sufficiently to drive to wherever they can fully charge up.

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Executions:

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Print:

Print ads. Ads to be displayed in magazines popular with the target demographic, such as Rolling Stone, the New Yorker, National Geographic, and Wired.

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Print:

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Outdoor:

Billboard. Digital billboard to be placed on major urban commuting routes. Real time updates will display current average gas prices.

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Ambient:

Green space plug. Oversized electrical plug erected in urban green spaces such as public parks, picnic areas, or dog runs. Text, video screens, and QR codes on the plug will provide information to passers by, as well as a link to the Ford Focus Electric Facebook page where visitors can interact with current drivers.

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Hoopla:

Gas vs. electric mobile game. Destroy the oil derricks by crashing Ford Focus Electric cars into them. Slide the Focus back with a finger to wind it, then aim and release to smash the derricks.

Movie theater blackout. After the previews, what looks like the start of the movie will be projected for a few moments, then the theater will go dark. Everything will remain in darkness long enough for people to think there is a problem, but not so long that it will be annoying, or the audience members will try to venture out of their seats. Then, a message featuring the Ford Focus Electric will appear on screen, reminding all of how valuable electricity is, and how much it already enriches our lives.

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Hoopla:

Studio audience recruitment. Find crowd waiting in line to be in the studio audience of a major television show (The Daily Show, Letterman, Ellen, etc.) and tell them that if they can convince the host to mention the Ford Focus Electric a certain number of times on the air, that they will win free cars.

Reserved parking spaces. Sponsor free chargers in prime parking spots near stores. Signage at the parking spot would advertise the Ford Focus Electric & have QR codes that would lead to sites with more information about the car. This can be sponsored solely by

Ford or could be in conjunction with other businesses that would appeal to the target demographic, such as Apple, Starbucks, Whole Foods, Trader Joe’s, IKEA, etc.

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Guerilla:

Gas nozzle stickers. Stickers describing the price of charging the Ford Focus Electric will be placed upon gas station nozzles. This will provide a cost comparison to consumers right at the moment when they are most aware of the high price of gas.

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Design elements:

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Cover page title typeface: Walkway Oblique Ultra BoldSection headings: Fafers TechnicalSub-headings: Hypatia Sans Pro Regular, Small Caps Body copy: Hypatia Sans Pro Light

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Ford.com/electric

Erinlea McGowan-Moniz AAU ADV-626 OL1 2011