Innovative Marketing Campaign Puts Ford Flex in Front of Millions of Potential Customers

Innovative Marketing Campaign Puts Ford Flex in Front of Millions of Potential
Customers
DEARBORN, Mich., Sept. 3 /PRNewswire-FirstCall/ --

- Exciting and provocative marketing campaign for Flex begins this week

- Using both traditional and innovative marketing techniques, Ford will
reach millions of consumers through a variety of mediums

- Ford partners with Esquire for the world's first electronic magazine
front cover

- Opportunities with Apple iPhone and Microsoft's Xbox take the campaign
to a new audience

Ford Motor Company (NYSE: F) and JWT Team Detroit are launching the new
Ford Flex marketing campaign this week. Backed by a robust, multi-tiered
media plan and a distinctive creative approach, the Flex campaign was
developed with a singular and precise focus -- to excite, stimulate and
surprise the current crossover audience.
"The Ford Flex is electric. When you see it, it provokes a reaction," said
Jim Farley, Ford group vice president, Marketing and Communications. "So the
approach we're taking to launch the vehicle is unconventional and quite
unexpected."
"A unique vehicle warranted a unique approach," said George S. Rogers,
president and CEO of JWT Team Detroit. "For the Flex launch, we employed three
new processes during our developmental cycle. Beyond just developing a brief,
we also established a robust 30-page brand book which went far beyond the
traditional style guide. The brand book served as the 'Holy Grail' for all of
our creative to be measured against."
The campaign kicks off nationally this week with two television spots that
celebrate Flex's individuality. The provocative 30-second ads were directed
by Mark Romanek, an accomplished music video and feature film director.
Romanek has won more than 20 MTV awards, three Grammys, a Country Music Award
and three Billboard Music Awards.
"Romanek helped us create a set of commercials which brought fictitious
worlds to life in a vibrant and impactful way," said Usha Raghavachari, Ford
crossover marketing communications manager. "We deliberately created ads that
are unlike anything Ford has done in the past."
Both spots ("Grid" and "Lights") offer a sophisticated, computer-generated
tour of the Flex's design and technological features, and are backed by the
music of DJ Squeek E. Clean and the vocals of Santogold -- an emerging
singer/songwriter hailed by Rolling Stone magazine as one of the top 10
artists to watch. The two new spots will begin airing today in regular
rotation.
Beyond traditional print and outdoor billboard executions, Team Detroit
also developed 360-degree CGI animations that show almost every angle of the
vehicle's features.
Esquire Partnership
The Ford Flex will be featured digitally in Esquire's 75th anniversary
edition. The October issue will be the first mass-produced print product to
use electronic paper display technology. The front cover of the magazine and
the double-page advertisement for the Flex inside the front flap feature
moving words and images created using flexible electronic display technology
produced by E Ink, the same company that developed the technology used in
Amazon.com's electronic reader, Kindle.
"The whole team is very excited about the opportunity to be part of this
campaign," Raghavachari said. "This execution is a great example of how we're
introducing the Flex to the world in a non-conformist manner. We're hoping
that the issue jumps off the shelves."
Digital Animations
From a digital perspective, Ford and Team Detroit have created a series of
CGI animated mini movies, which were designed to entertain viewers, while
informing them about the vehicles. The vignettes focus on the key elements of
the Flex: design, interior packaging, safety features and engineering
strengths. The movies can be found at www.fordflex.com .
Emerging Media
In the ever-increasing realm of emerging media, Ford and Team Detroit
focused its efforts on creating four new applications for iPhone, Xbox, Dish
and Yahoo. The iPhone application, which allows users to digitally manipulate
photos they've taken on their iPhone, also will allow users to view Flex
features and information, including exterior and interior 360-degree
animations, photo galleries, and a dealer locator using the iPhone mapping
application.
The creators developed the Flex Xbox Live Branded Destination Experience
and Xbox Marketplace Downloads, which gamers can use to download exclusive
Flex Theme Packs and Picture Packs to their console, view Flex videos, photo
galleries and get vehicle information.
The group will also be launching the Flex Dish Showcase, which allows
users to link out from Flex commercials or access the showcase through their
interactive program guide. This showcase will allow viewers to look at Flex
photos and videos.
Ford also partnered with Yahoo! for their Yahoo! Go Beta 3.0 mobile media
launch. The program creates instant brand engagement on smart phones with
pre- and post-roll rich media featuring the new 2009 Ford Flex. Users will be
able to click and view a mobile-hosted Flex video through targeted banners
running within the Yahoo! Go application.
Late Late Show with Craig Ferguson
Ford also has partnered with World Wide Pants to create branded content on
the "Late Late Show with Craig Ferguson." Beginning Thursday, Sept 4, eight
original episodes (with one repeat) will air every Thursday featuring
Flex-branded content.
The skits will focus on Ferguson's cousin Angus and his band the
Highlanderz as they journey from LAX to the CBS Studio. With bagpipe virtuoso
Philip McGrade in tow, the group will encounter hilarious situations as they
travel across America.
About the Vehicle
With its signature side grooves, all-black glass area and distinctive
multi-panel Vista Roof(TM), the Ford Flex is like no other vehicle on the
road.
Flex offers spacious seating for up to seven passengers and a host of
class-leading technologies, such as an integrated refrigerator between the
second-row seats; SYNC, an advanced in-car system developed by Ford and
Microsoft that voice-activates Bluetooth-enabled mobile phones and MP3
players; EasyFuel(TM) capless fuel filler; ambient lighting and a reverse
camera system.
SIRIUS(R) Travel Link(TM) is available as part of the vehicle's
voice-activated navigation system. It provides users with a suite of data
services including continuously updated fuel price information for more than
120,000 gas stations.
Flex ranks among the best in its class for fuel economy, delivering 24 mpg
on the highway. Pricing for the vehicle starts at $28,895, including
destination.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn,
Mich., manufactures or distributes automobiles across six continents. With
about 229,000 employees and about 90 plants worldwide, the company's core and
affiliated automotive brands include Ford, Lincoln, Mercury, Volvo and Mazda.
The company provides financial services through Ford Motor Credit Company. For
more information regarding Ford's products, please visit www.ford.com .
SOURCE Ford Motor Company

Jay Ward of Ford, +1-313-845-2387, jward35@ford.com; or Brad Bobenmoyer of JTW
Team Detroit, +1-313-615-3195, brad.bobenmoyer@jwt.teamdetroit.com