Ford recently launched ALL IN – a new corporate campaign targeted toward the African American community — The campaign features print, radio and digital executions, including a series of web videos highlighting some of the African American executives behind the walls of Ford — The new ad campaign will allow the company to demonstrate its leadership as it relates to quality, technology, the environment and the community in a way that speaks directly to today’s African American consumer. UniWorld Group’s Carla Williams tells us the campaign is scheduled to rotate in nationally syndicated properties including Steve Harvey, Tom Joyner and Jesse Jackson: Keep Hope Alive.
The fully integrated effort provides an opportunity for Ford to tell its turnaround story through the eyes of individuals who play a key role in shaping Ford. Its goal is to reach those consumers who may be familiar with the Ford brand and its recent success stories, but might not be aware of some behind-the-scenes moments and collective efforts that took place as part of the company’s turnaround plan.
“Our strategy with the ALL IN campaign was simple – we wanted to share Ford’s turnaround story in a way where we could highlight the ALL IN approach that had to come into play as it relates to individuals from all areas of the business coming together to reach common goals,” said Shawn Lollie, Ford multicultural marketing manager. “Through this campaign, we get the chance to tell some of those stories while also shining a spotlight on key African American executives inside Ford who helped to create the Ford of today.”
The campaign also includes a digital component that features CBS Sports personality James Brown. Brown, who has partnered with Ford in the past as part of its 2010 Ford Taurus launch campaign narrates the Ford story through a series of web videos that speak to quality, technology, the community and the environment.
The videos include one-on-one conversations, with Brown as moderator and the Ford executives discussing their personal success stories and talking about the past, present and future of the company. The web videos will live on www.fordurban.com and will also be shown at major African American-sponsored events throughout the year.
Ford’s Group Vice President of Global Quality, Bennie Fowler; John Viera, director of sustainable business strategies; Pamela Alexander, director of community development, Ford Motor Company Fund; and Jason Johnson, a product development engineer at Ford are all featured as part of the digital execution.
The entire campaign was via The UniWorld Group, Ford’s African American AOR.