It’s time to do some “myth-busting,” says Ford Motor Co.’s global marketing chief, and the maker is counting on a new global ad campaign, dubbed “Go Further,” to get its message out to potential customers who have long ignored the brand – whether in Boston, Berlin or Beijing.
Replacing the old “Drive One” effort, the unusual new campaign — which downplays the Ford name to lure consumers in for a closer look — will be the largest in the maker’s history, with spending “on a car launch level” even when promoting the overall brand, noted marketing czar Jim Farley during a Monday news conference.
The goal, added another Ford executive, is to use “every channel” available, from traditional print and television advertising to the latest in social media channels, to reach an otherwise over-saturated market.
And preliminary results suggest the Go Further campaign, launched late last month, is already paying off, generating tremendous follow-through by motorists along the import-oriented coasts. Ford spots on outlets like youtube.com have been watched or downloaded more than 3.4 million times, said the executive, on a par with what the best ads to run on the Super Bowl might normally generate.