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2012 FORD FOCUS ELECTRIC BRANDBOOKthe

2012 FORD FOCUS ELECTRIC BRANDBOOK

table of contentspage 02page 03page 04page 05page 06page 07page 08page 09page 10page 11page 12page 13page 14page 15page 16page 17page 18page 19

the historycreative brief...the swot...the target demographic...the art workhispanic market collateral campaign............look and feel ...the big hoopla...elements


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Ford Motor Company is an American auto maker and the world’s fifth largest auto maker based on worldwide vehicle sales. Based in Dearborn, Michigan, a suburb of Detroit, the auto maker was founded by Henry Ford, and incorporated on June 16, 1903. Henry Ford was 40 years old when he founded the Ford Motor Company, which would go on to become one of the largest and most profitable companies in the world, as well as being one of the few to survive the Great Depression. The largest family-controlled company in the world, the Ford Motor Company has been in continuous family control for over 100 years. Ford now encompasses several brands, including Lincoln and Mercury.

HISTORYthe


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CREATIVEBRIEFthe

why does our client need to advertise?

what is the advertising going to accomplish?

who are we going to connect with?

Ford needs to start a campaign to brand and show case that the automotive industry is still their playground. They need to push out this creative to make consumer see the true state-of-the-art mechanical genius. In addition, they would be the true all electrical vehicle out for sale, which is a huge leap for any car manufacturing corporation.

The advertising will accomplish the basics. The basics of what this newly developed all electric vehicle can deliver to the consumer. People are afraid of the unknowns and of difference. This advertising will accomplish that it is great to own this safe, state-of-the-art, beautiful all electric vehicle.

The target that Ford has focused on would be the socially aware personal. They would be both conservative on any planet issues and would be interested in make the world a better place. The single family house hold would range from 80-100,000 combined income and would be considered a young house hold.


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CREATIVEBRIEFthe

What are the most insightful things we know about them?

What is the single, most effective message we can tell them?

What else is there to know that supports this message?

These families are commuting families that work at a distance from their household. They would like to save money by not dropping it at the pump and change the way they see the road. They want to be happy commuter and knowing that they are not releasing any toxins out onto the open road will make this decision a lot easier.

The key to peace of mind starts with a full charge of energy.

• All electrical vehicle• Safety points checked through out the vehicle• Full charge in less than 4 hours• Over 100 mp charge• Comfort not only behind the wheel but on the road also. • Gas saver.

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2012 FORD FOCUS ELECTRIC BRANDBOOKSTRENGTH• You can use the 120/240-volt power outlets to

charge the vehicle • Charges on full electric in 4(240 volt) up to

20hrs(120 volts)• $2/3 per full charge• Priced at under $17k• Z shape body which means its fuel economic• Six air bags• 17-inch lightweight alloy wheels• Bumper to bumper coverage• 8-inch touch screen• Push start• Butterflies effect, small smart changes

WEAKNESS• Hasn’t tested• Isn’t the first all-electric• 123 Horsepower• Design is too conservative• May not be comparable to current

safety ratings• Top speed is 84mph• 1-speed transmission• Spoiler does not have much

aerodynamic • Tight back end seating

OPPORTUNITIES• First all electric charged vehicle• Lithium-ion battery charged • MyKey (helps children drive the vehicle

with limitations and safety in mind)• Smart phone applications• “App for smart phones, MyKey, Map-quest custom routes, a Brake Coach, customized screens, push-button start, MyFord Touch, navigation and SIRIUS Satellite Radio”

THREATS • Nissan Leaf • Up to 20hrs for full charge• No actual hard facts and information• Not has been tested• Not standard with charges• One of the first all electric vehicles


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SWOTthe


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TARGETDEMOGRAPHICthe

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The target demographic we will be focusing on would be a single house hold family and or a Professional individual. The yearly total salary would be in the range of 100,000.00 to 180,000.00 dollars. They would be home owners and would be considered well mannered and well educated. Our home owners would live in a very clean and modern residence. In addition to owning a home they would also be very tech savvy and understand most spectrum of new online media and new innovations through design of technology. Also, our target would be very into making the wold a better place. They would take the initiative to pick up a paper cup off the sidewalk and just toss it into the garbage bin. They would understand the concept of every little thing counts. These individual(s) would be very in tuned into the world around them and very motivated to make their efforts count in regards to making the world cleaner and nicer. The target demographic are people that

want to save the earth but does not mind sending a little money on themselves. They are looking out for their well being, they are not only focused on the wold saving situation but love to make them selves better and good through gifting them selves and pampering them selves. In addition, out demographic love clean lines, modernist and minimalist. But at the same time could appreciate some artistic lines and organized chaos. Out target love to sing out loud, be young and trendy, love a good meal and especially when there are some performing art in a jazz coffee lounge. The demographic that we would like to pitch would be a young motivated and eccentric person with great taste. Not only would they love the arts but they are very cultured and involved in community based events. They love to give back and be someone that can show and share the wealth. Also, they are very much about being a potential donor and volunteer in any interest points.


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ARTWORK

Hispanic Marketing and Communications

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Developing collateral images and art for the hispanic market.

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LOOK& FEELthe


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The main points we wanted to show across the board would be the charismatic look and feel. We want to user to see class, elegance, modern and foe. In addition, we would like for these color palettes to shine throughout the whole campaign.

LOOK& FEEL


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Sponsor ALL of the Susan G. Kolmen walk events with free give away to the participants to wear during the walk (mandatory caps) These caps would have the blue ion light on the tip of the top of the cap. Each cap would have a sensor that one can scan with the participants information, all info that the participant would like to give to the walk coordinator (online form) such as name (nickname) who they are walking for, email (optional) their story why they walk and donate. Then after, there would be a webcam

recording real-time to show the field or the route of the walk where one can hover over the people’s lit caps to see that persons story (GPS tracking system on the caps with information driven connection). “Fueling for a cause” There would be a micro site and within that micro site it would tie in with the SGC site also to co-brand an amazing event were people can connect with each other, see each others stories and even build relationships with each other.

BIGHOOPLAthe


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ELEMENTS

GILL SANS LIGHT | REGULAR ALL CAPS

PANTONE 70% BLACK

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electric vehicle

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ford needs

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largest auto maker

worldwide vehicle sales

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charge of energy