Late in 2008, iMedia was approached by Sandra Kumorowski, a professor at Loyola University in Chicago, with an interesting opportunity. Sandra wanted to find a way to incorporate some of the resources on iMedia Connection into a graduate class she was teaching on integrated marketing communications. We developed the cooperative project as a creative case study/competition, presenting the class with a fictional challenge that reflects a very relevant marketing concern: develop an integrated marketing campaign strategy that will serve to bolster the American automotive category, which has been challenged by international competition, economic, and environmental factors, as well as by ever-changing consumer behaviors. The resulting campaigns were reviewed by a panel of interactive marketing experts, who judged the proposals based on key points in the digital campaign process: originality/creativity; effectiveness of media integration; appropriateness for the target audience; ability to be executed; and potential for a strong return on investment. Though all the proposals showed the talent and skill of this group of future marketers, the panel ultimately found one that stood out from the crowd. The winning campaign, What's Fresh in the American Auto Industry, follows, along with some comments from the panel on what made this campaign worthy of sharing with the marketing community. We hope that the project shines some light on the next wave of talent in interactive marketing: students, who will soon be offering up their skills to an industry that is always looking for the next big idea. http://www.imediaconnection.com/content/22262.asp

2. iMedia Creative Brief
February 2, 2009
Group 2
Sinya Wu
Kimberly Galitz
Christina Martinico
Kris Slaboszewski
Jamie Kuntanarumitkul

3. Executive Summary
Once envied by other industries, the automotive industry is facing challenges today that threaten its very
existence. Detroit’s Big Three automobile manufacturers (Ford, GM and Chrysler) continued to suffer
significant declines in sales during the month of December 2008, 31%, 32% and 53% respectively (WSJ, Jan
6, 2008), and the outlook for 2009 remains bleak. According to Ford’s chief sales analyst, George Pipas,
overall vehicle sales were expected to drop from 16.5 million units in 2007 to 13.5 million units in 2008 – the
lowest year of sales since 1992 (WSJ, Jan 3, 2008).
Its time for a change – a big change, and that is where The Fresh Face of Ford comes into play by appealing
to a younger generation of drivers – college students. The focus will be on gaining a precise understanding of
exactly what this set of consumers want in a car - and what better way to find out exactly what they want than
having them create their own?
The idea behind this campaign is to target “the generation of change” and leverage this powerful group to
influence the broader market to perceive the Ford brand as a hip, fresh, affordable and environmentally friendly
American auto manufacturer, and to create a sustainable competitive advantage across domestic and
international markets.
The Fresh Face of Ford campaign will utilize several forms of media: Internet, direct marketing, print
advertising and television. The campaign will run from mid-July, 2009 to mid-January, 2010 during the fall
semester with the final design submissions due on or before January 15, 2010. While this campaign will
launch in the US among the Big Ten University campuses, it is easily scalable to universities world-wide.
The budget will largely be determined collaboratively with Ford Motor Company; however, several
opportunities to reduce costs and minimize expenses have been identified below.
Overview
The goal of this campaign, “The Fresh Face of Ford”, is to present Ford Motor Company with an opportunity to
increase auto sales by tapping into a market set for growth. The objectives of this campaign are to 1) increase
awareness of the Ford brand among young drivers between the ages of 18 and 24, and 2) place Ford at the
top of the driver’s short list for final vehicle selection.
The campaign emphasizes the individuality of young adults that were most recently dubbed as “the generation
of change” following the 2008 US presidential election. By engaging this group in an interactive campaign, we
instill the ideal that the Ford Motor Company is their car company. The Fresh Face of Ford offers the promise
of new, innovative designs that are hip and trendy, environmentally friendly, fuel-efficient, affordable and that
young adults will want – because they designed them.
iMedia Connection is the project sponsor and Loyola University Chicago is an additional campaign
stakeholder.
Research indicates that population demographics favorably impact the US auto industry, specifically the US
population age 16 and older which is forecast to grow about 20 million in the next decade – which translates to
more drivers. Three Ford models have emerged as top rated vehicles among this age group: Ford Mustang,
F150 Pickup Truck and Ford Focus (Fordmustangracing.blogspot.com).
Audience
The primary target audience is college-age drivers between the ages of 18 and 24. Young adults are known to
be passionate about their individuality, and the opportunity to create their own car will capture their enthusiasm
and strengthen their identity with the Ford brand. Also important is the way this audience communicates,
therefore we will utilize the channels frequented by this segment to create an open dialog that will receive their
message and deliver our message.

4. Message
The tone of voice toward this market will be fun, exciting and energetic. It should appeal to college-age
students and inspire them to want to be part of this contest not just because of the opportunity to win prizes,
but because it is an opportunity to be creative, to show their individuality. The Fresh Face of Ford is about a
new generation of drivers; their generation. This campaign is a fun way to invite them to be part of the change
that will have an impact on their future, in addition to attracting a growing market to the Ford brand.
Media Plan
• Direct Marketing
− Ford-sponsored contest among each of the Big Ten Colleges, with emphasis given to each
campuses’ Society of Automotive of Engineers (SAE)
> Contestants will be invited to submit their suggestions, ideas and even car designs via
the Web
> Winners will receive awards (i.e. scholarships, internships, electronic devices) and the
opportunity to have their designs sent to Ford’s R&D unit for consideration in new Ford
models
• Internet
− Create social networking groups on Facebook and MySpace and invite people to join. Start
posting pictures of members with their cars and encourage others to do the same – Post contest
“fun” photos of students working on their designs, etc.
− Feature progress of the contest on Ford’s Web site, show gallery of submitted designs
− Blog – create a blog on Ford’s Web site to capture the voice of the consumer
− Television
− Product placement in popular television shows that have the highest viewer rating within our age
group (18 – 24), i.e., Real World, Grey’s Anatomy, The Office and The Hills
− Commercial
> Tailored specifically to our primary target markets, we will utilize the slogan “The New
Face of Ford” and use young student actors to appeal to our audience portraying the
vehicles as hip and trendy. These commercials will be aired during the television time
slots the popular shows listed are playing.
• Print Advertisements
− Print ads tailored specifically to each market will be placed in key magazines
> Student-run newspapers at each of the Big Ten Universities
> High-color posters to be put up throughout the college campuses, including bookstores,
dormitories, local coffee houses, etc.
Visual Image
The idea behind this campaign is to target the generation of change, the generation that has the opportunity to
play a large role in determining the future of Ford. To alter the image of Ford in the minds of this powerful
group will allow Ford to be seen as the hip and fresh, affordable and economically-friendly, American auto
manufacturer that can competitively compete with foreign auto makers.
Our visual images say it all. The young, fresh faces in the rearview mirror depict the concept of looking into the
mirror to see people behind the ideas – a new generation of drivers who are seeking change. The New Face
of Ford is the integrated marketing campaign that will shift Ford into high gear and drive ahead of its
competitors.
Our direct marketing will entail a Ford-sponsored contest for all students attending the Big Ten Universities,
being sure to include each campus’ Society of Automotive Engineers (SAE) groups. Contestants will be invited
to submit a car design of their own via the Web. Winners from each university will receive awards and the
opportunity to have their designs submitted to Ford’s R&D unit for consideration as a new Ford model. Our
online splash page for the contest portrays fun and excitement that will draw attention and encourage deeper
exploration into the Web site. The site will include a gallery of the design submissions from all students.

5. Another Web site will be “Learn More” on which each Big Ten school has a representative logo. By clicking on
their school’s logo, students can learn about contest details such as when Ford will visit their school as well as
links that will take them to the contest Rules and Regulations.
Schedule and Budget
The campaign will run from mid-July, 2009 to mid-January, 2010 during the fall semester with the final design
submissions due on or before January 15, 2010. This schedule will accommodate student’s class and final
exam schedules and allows time during the winter break to focus fully on final submission.
Schedule
Mid- July / Early August 2009
• Teaser ads to be placed on college campuses (sides of buses, campus periodicals, on poster boards in
dorms, bookstores, etc.) Recruit person familiar with college campus (senior student, faculty member)
to act as a contest ambassador so that students have a live person on campus to contact with
questions, etc.
• Contest representatives make campus visits to formally announce contest to students; place a cool
looking car at the booth for students to look at, touch, sit in, etc. (Ford Mustang). Also have collateral
available for parents about Ford cars and perhaps
July – December 2009
• Advertisements run in student-run newspapers in each of the Big Ten campuses
• Social groups created, pictures posted (will span entirety of program and most likely extend beyond)
• Blog created on Ford’s Web site
• Product placements for new television season openers (The Office, Grey’s Anatomy, etc.)
• Commercials start running on television programs and place on YouTube
• Launch contest progress updates on Ford’s Web site
January 15, 2010 – Deadline to submit designs
February 20, 2010 – Campus Celebrations to announce winners
Budget
Budget will largely be determined collaboratively with Ford Motor Company; however, opportunities to reduce
costs and minimize expenses have been outlined below
▪ Advertisements
o Placed on the sides of college buses, in student-run campus newspapers, posters placed
in campus bookstores, dormitories, etc.
▪ Creation of social networking groups / Blog on Ford’s Web site
▪ Product Placement
o Work with producers of television shows popular among this age group to place Ford cars
(Mustang, Escape) within the program
▪ Television commercial
o Shoot a commercial to be aired during the fall season of television shows most popular
among this age group
o Student actors will be used in order to keep costs down. A consideration would be to use
student actors from each University in order to draw more attention to the campaign.
▪ Campus visits / campus representatives
▪ Prizes (i.e., scholarships, internships, iTouch)
▪ Celebrations to announce winners

6. Creative Design
Print Ad:

7. Splash Page for the Fresh Face of Ford college design competition:

8. ‘Learn More’ page for the Fresh Face of Ford college design competition

9. Big Ten Challenge Ad for Campus Newspapers
Banner for Campus visits for the Fresh Face of Ford college design competition: