DEARBORN, MI: Ford Motor is launching a series of online documentaries to further its “Bold Moves” brand campaign.
The newest element “Bold Moves: The Future of Ford”, purports to show what the automaker is doing to rebuild its business in the US. The three-to-five minute clips, starting today at www.fordboldmoves.com, are being produced by Ford Division’s ad agency, JWT Detroit and JWT New York, and directed by Radical Media Inc., a New York-based production company.
The series of 50 weekly installments running throughout 2006, show viewers the internal workings of the automaker, with inside look at Ford executive offices, design studios and assembly plants.
“We think it’s important that we tell the story and talk about our challenges,” said Mary Lou Quesnell, Ford Division Marketing Communications Manager, adding that that the web site includes views, pro and con, of the automaker’s circumstances and prospects. “We have to provide a balanced view, and examine it every which way to be credible, and to get people to come back time and time.”
Quesnell said this is a first effort by the company, which doesn’t have a corporate blog, a la GM, to launch an online dialogue.
She said the company will advertise the site online, “With everything from word search to paid advertising and links on contextually relevant Web sites,” such as blogs, she said. At this point there will be no associated PR outreach, according to Whitney Drake, Public Affairs, Brand DNA and Racing Manager. “Right now we want documentary to stand on its own, and as we move forward we will work at developing opportunities.”
“[Ads for the site] will be on YouTube, other blog sites, and we are providing capabilities for individuals to take content and put it on their own blogs,” she said.
The first episode, “Change or Die” is a broad review of the state of the auto industry today, and Ford’s status in North America from the perspective of industry experts, journalists, consumers and Ford employees.
Upcoming episodes will focus on topics like vehicle design, and Ford’s racing and Special Vehicle Teams (SVT) program of factory customized vehicles – with Carroll Shelby making an appearance. The Web site includes editorials positive and negative, bios on those who appear in the videos, and a forum.