Last week, we debuted a 30-second TV and social media spot called Ford Motor Company: From America, For America. I can only describe the customer response as incredible.
Dealer showroom traffic has climbed by double digits. And our dealers say they love the message, and it is driving business results as well.
Despite the early success of the campaign, which is helping customers find the vehicle that suits their needs during an uneasy time, we knew we had more to say, more depth to add to the story.
As much as I love our TV spot, you can pack only so much into 30 seconds. The long-form print ad that runs this weekend in The New York Times, The Wall Street Journal, The Washington Post, The Detroit News, The Detroit Free Press, and other publications, gives us the space to really tell the Ford story.
We're able to talk about our 122-year commitment to the U.S. and our unwavering support for the American consumer. We've never left, and we never will. That's a powerful message, and it needs more than a quick TV soundbite.
Different channels reach different people, so yes, we expect this to increase the number of people who know about our campaign. But honestly, this is more about depth than breadth. We suspect a lot of folks who see the print ad will have already caught the TV spot, but this gives us the chance to really drive a deeper message home.
Does this help us sell more cars? Not necessarily. You don't buy a full-page print ad to move vehicles today. That's not an efficient use of resources. This is about reinforcing that Ford is a brand that all consumers can rely on, especially in these uncertain times. It's about explaining why that's the case.
So, what makes this campaign so effective? I think a big part of it is authenticity. This isn't some new, trendy marketing gimmick.
Ford has always supported the American consumer, and consumers across the globe. It's core to our DNA. We've done it time and time again. It's who we are.
