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Ford: Advertising Campaign

Real people deliver real results for an iconic brand.

Perceptions of Ford’s reliability and dependability, primary drivers for the purchase of a new car or truck, had been rising nationally, but not in Rochester, N.Y. We needed to change these perceptions so people in Rochester would “think Ford” when shopping for a new vehicle.

Mower solved this problem with a campaign unique to Rochester — compelling true stories about positive long-term ownership experiences from real Rochester Ford owners. After all, there’s no better, more legitimate authority on Ford reliability than local Ford owners themselves.

Mower’s “Rides You Can Count On” campaign featured Ford owners of varying ages, races and lifestyles who told their positive ownership stories in television spots, supported by out-of-home and a sponsorship.

Direct, from-the-heart, real stories from local car owners made Ford’s promise of reliability relevant, credible and effective.

Mower’s “Rides You Can Count On” marketing campaign had a big impact for Rochester-area Ford dealers. Research confirmed that Ford purchase consideration rose to 55%, up from 27% the year before, as well as a lift in consumer agreement with 11 of 12 Ford vehicle attributes, including:

  • 55% agree Ford is reliable (+10% YoY)
  • 53% agree Ford is quality (+10% YoY)

Key Brand as Friend® Driver: Story

There’s a common theme to the stories that real Ford owners share: quality and dependability are great reasons to consider Ford for their next new car or truck.

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