Ford Motor Company of Canada, Limited

Ford Motor Company of Canada, Limited

February 26, 2008 11:41 ET

Customers Are in the Driver's Seat at Ford of Canada

New go-to-market strategy, "powered by you," will give consumers the keys to the brand and an open road to take it where they want to see it go

OAKVILLE, ONTARIO--(Marketwire - Feb. 26, 2008) - Ford Motor Company of Canada, Limited today unveiled its most significant new go-to-market strategy in more than six years with the official launch of powered by you. The centerpiece of the strategy is a new social media website, www.fordpoweredbyyou.ca that will allow consumers to take ownership of the Ford brand by sharing their thoughts on Ford, and discussing what Ford is doing to meet their needs. The site will also feature original content managed and moderated by an expert editorial team.

For more than a century, cars have played a critical role in shaping people's lives and identities. But today, it is people that are reshaping the identities of cars and helping automakers redefine how they see themselves.

"powered by you is the natural evolution of a position that Ford has held in the marketplace for years. It reaffirms Ford's ongoing commitment to constructive two-way dialogue with consumers and recognizes the contributions of loyal Ford owners to the success of the brand," said David Greenberg, vice-president, general marketing, Ford of Canada. "The central idea is that 'a car is just a car until it's powered by you,' and that while Ford may build the car, it is you that defines it."

The social media site seeks to build on the momentum Ford has generated with consumers in recent years as a result of its ongoing commitment to delivering consumer-inspired innovations in automotive design, including new crossover vehicles such as the Ford Edge and Ford Flex; technology, including Sync, Ford's fully-integrated voice activated in-car communication and entertainment system; and environmental performance, including the new EcoBoost engine technology.

Beyond the social media website, Ford will leverage powered by you in a new marketing campaign featuring print and TV advertising as well as enhancements to the Ford.ca website:

Television Advertising

Ford of Canada has created new 30 and 60 second TV spots featuring the world-famous Pilobolus. Shot following three days of grueling rehearsals, the advertisements showcase the dance troupe transforming itself into the shape of various Ford vehicles. The spots will run across Canada over the next six weeks and can be seen today online at www.ford.ca. In addition, a video depicting the making of the commercial is also available at www.ford.ca.

Print Advertising

powered by you will also be featured in national print advertisements running in the Toronto Star, Globe & Mail, Calgary Herald, Edmonton Journal, Vancouver Sun, Montreal Gazette, and La Presse.

The television and print advertising creative were developed by Young & Rubicam, and the media buy was executed by Mediaedge:cia.

There will also be an extensive online component with roadblocks and homepage ad placements on major portals such as Yahoo, Canoe, Msn.ca, AOL, and CTV.ca.

Ford.ca Enhancements

In addition, Ford of Canada's existing website www.ford.ca will be updated to include several new powered by you elements that connect Ford with the online community and facilitate a "user defined" experience. Later this spring, visitors to the site will be able to post questions, provide reviews and comments on Ford's products and even have a hand in designing the site by voting on original Canadian works of art which are inspired by Ford vehicles.

"We have always been a consumer-driven company," added Dean Stoneley, director of communications, Ford of Canada. "The difference now is that we are incorporating the voice of the customer into everything that we do. What consumers tell us today will quite literally shape the cars and trucks that we build tomorrow."

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