Unique, Tech-Savvy Campaign Launches 2011 Ford Edge
* 2011 Ford Edge comes to market with unique print, television and digital advertising showcasing the vehicle’s MyFord Touch™ driver connect technology, its sharp exterior design and unsurpassed fuel economy
* An interactive website accessible through www.fordvehicles.com/edge offers consumers an opportunity to explore MyFord Touch in an informative, engaging way
* Ford will use two consecutive print ads, without a photo of the vehicle on the first page – an unusual move for an automaker
* Ford Edge has been the leader in the midsize crossover segment since its launch in late 2006, with year-to-date sales exceeding 400,000; the 2011 model sports a bolder exterior design, improved materials and craftsmanship in the interior, new powertrains and a suite of 12 class-exclusive technologies
DEARBORN, Mich. - One of the new print ads just launched for the 2011 Ford Edge features a full-page photo of ruby red lips and a caption that reads, “The Edge understands 10,000 word commands.” It’s not until you get to the second page that you actually see a beauty shot of Ford’s newly redesigned crossover with a caption that begins, “What other car can say that?”
Look a little closer at the ad, and you’ll see that the cracks in the lips are actually an assortment of the voice commands that the MyFord Touch system understands.
The print ad – which showcases MyFord Touch driver connect technology – is part of a multimedia marketing campaign for the Edge that has just shifted into high gear. It’s a unique way to market a vehicle, and one expected to draw a lot of attention to the new Ford Edge – a vehicle that is redefining what it takes to be a crossover, according to Eric Peterson, Edge communications manager.
“We have even better styling and design, and the groundbreaking MyFord Touch technology will change the way drivers interact with their cars,” said Peterson.
MyFord Touch combines a variety of technologies into one powerful, intuitive connected driver experience that replaces many of the traditional vehicle buttons, knobs and gauges. With more voice commands; clear, crisp, customizable LCD screens; and five-way buttons like those found on cell phones and MP3 players, drivers can choose which information is front and center through a button click, voice command or touch-screen tap.
Because the technology is so revolutionary, all advertising directs consumers to the Edge site on www.fordvehicles.com, where they can link to an innovative interactive experience designed to immerse them in the technology in an engaging way.
“The whole notion of MyFord Touch invites exploration,” said Peterson. “The website invites people in to learn more about the technology and craft a customized experience using their own Facebook page.”
Print ads also include information that will enable consumers to access the MyFord Touch mobile site on their smartphones.
In addition to MyFord Touch, the print, television and digital ads for the Edge spotlight the vehicle’s sharp new exterior design, unsurpassed fuel economy and fun-to-drive characteristics.
In keeping with the Edge consumer, print ads will be featured in a variety of specialty publications including Forbes, Traditional Home, Sports Illustrated, InStyle, Men’s Health, Automobile, The New York Times and The Wall Street Journal.
The Edge also will have a strong presence on national television in commercials airing during popular programming, including The Tonight Show with Jay Leno, Jimmy Kimmel Live!, ESPN’s SportsCenter, 20/20 and House. In addition, Edge will be integrated into programs such as The Fashion Show 2 on Bravo, Extreme Makeover: Home Edition, The Biggest Loser, NFL on Fox Pregame Show and the Fox science fiction series Fringe.
Digital marketing efforts also target the Edge consumer, says Peterson.
“When people are shopping or looking for Edge online, we’ll be there – whether it’s embedded in text or as part of their shopping experience,” he said. “We will be contextually relevant with the way we use all the media channels.”
2011 Ford Edge: Technology, design and class-leading powertrains in revamped package
The Edge has been the leader in the midsize crossover segment since its launch in late 2006, with year-to-date sales exceeding 400,000 vehicles.
For the 2011 model year, style and technology come together in an all-new way, offering customers even more of what they love.
Dramatically freshened for 2011, the Ford Edge sports a bolder exterior design, improved materials and craftsmanship in the interior, new powertrains and a suite of 12 standard and available class-exclusive features:
* MyFord Touch
* Ford SYNC® with Traffic, Directions and Information
* Adaptive cruise control and collision warning with brake support
* AdvanceTrac® with RSC® (Roll Stability Control™)
* BLIS® (Blind Spot Information System) with cross-traffic alert
* SecuriCode™ keyless entry keypad
* Six-speed SelectShift Automatic™ (transmission)
* Integrated blind spot mirrors
* MyKey® programmable vehicle key
* Easy Fuel® (capless fuel filler)
* 22-inch aluminum wheels
* iTunes® Tagging in factory-installed HD Radio™ receiver
The all-new powertrain lineup includes a new V6 engine with twin independent variable camshaft timing (Ti-VCT) to help Edge deliver best-in-class horsepower and torque versus standard V6 competitors. Fuel economy is unbeatable, with 19 mpg city and 27 mpg highway (front-wheel-drive, SEL and Limited).
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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 159,000 employees and about 70 plants worldwide, the company’s automotive brands include Ford, Lincoln and Mercury, production of which has been announced by the company to be ending in the fourth quarter of 2010, and, until its sale, Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com.
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