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Ford presentation 2

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As a team we created a creative plan for the 2015 Ford Mustang which included a creative brief, print advertisement, logo design, out-of-home ad as well as a radio spot. I worked as the Account Executive of the team while the other members fulfilled the positions of Art Director, PR/Social Media and Copy Writer.

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Ford presentation 2

  1. 1. 2015 Ford Mustang Lauren Hasse—Account Executive James West—Art Director Macyn Gillespie—Copy Writer Kallie Applegate—PR/Social Media
  2. 2. Creative Brief—the essentials Communications Objective We want to increase awareness of the unique features and benefits of the 2015 50th anniversary Mustang. Target Audience Our target audience includes those aged 30-55 with at least a bachelor’s degree and an annual household income between $75,000-$120,000. While men make about about 68% of Mustang owners, they have the largest audience of women in the sports car industry, therefore this makes the Mustang’s audience very different from other cars in the industry. Because of that we would like to put focus on both men and women within our target audience. Key Insights The new Mustang boasts impressive fuel economy, a stronger engine and a more sleek, modern looking exterior design. Ford is one of the leading automobile brands and dominated the 2014 Consumer Reports Car-Brand Perception survey. Ford was ranked high in quality, safety, performance, value, fuel economy, technology and innovation. Consumers view Ford as a well-known, reliable brand that they can trust.
  3. 3. Continued Points of Differentiation Ford was the creator of the “pony car”, therefore they were the industry leader. The 2015 Ford Mustang is the 50 anniversary of the car and is offering a special 50th edition. Ford is also offering an Eco Boost engine option which is designed to deliver power and torque equal to that of a larger engine while achieving 20% better fuel efficiency and 15% reduced greenhouse emission. Main Idea The 2015 50th Anniversary Mustang offers a unique combination of tradition and state of the art features that we want to celebrate through this campaign. We want to showcase the rich history of the Mustang while bringing awareness to the modern advancements the brand has made.
  4. 4. Logo
  5. 5. Print Ad
  6. 6. Out of Home Ad
  7. 7. Continued
  8. 8. Continued
  9. 9. Radio Spot
  10. 10. Press Release Ford Motor Co. is celebrating the 50th anniversary of the Mustang at the Phoenix International Raceway from 11 a.m. to 5 p.m. on April 17, 2015. Participants will be able to test-drive the new 2015 Mustang on the racetrack with a professional driver. There will also be a 2015 Mustang in Wimbledon White for guests to sign at the event. The car will be on display in front of the Ford World Headquarters in Dearborn, Mich. for the remainder of 2015. Owners of previous makes and models of the Mustang will be able to participate in a parade around the track, so guests are encouraged to bring their own cars to celebrate the history of the Mustang and the community that has been built around it. “The fact that everyone wants to be a part of the Mustang heritage really is a testament to the car,” said Dave Pericak, chief engineer of the 2015 Mustang. The track is simple, so both experienced and novice drivers will be able to drive in the parade. Medical staff will be on location in case of an accident or injury. The event will have Facebook, Twitter and Instagram accounts to spread awareness throughout the Mustang community and to those interested in learning more about the 50th anniversary. To promote the sharing of pictures and stories through social media, #AmericanLegend will be the official hashtag of the event. To sign up or learn more about the event, please visit ford.com. Celebrate the 50th Anniversary Ford Mustang at the Phoenix International Raceway

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