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autoshows to retail parks, from in-store displays to football stadiums. Here,
Ford is often in direct visual competition – and not just from other car manufacturers.
To stand out, a different, stronger, more emotional design language has been
developed over the years, and will continue to evolve.
This design language involves strong colour, primary brand attractors and the use of
the latest technology to communicate, involve, inform, interact and create emotion
with the consumer. It also provides a backdrop to the ever-changing messages for
each new product.
The rules of engagement differ with every event, and the challenge to ‘Feel the
difference’ must always be present. Additionally, it must support familiarity (in this
case via the use of Ford Blue) that welcomes customer loyalists.
That design language exists, it works and provides a consistency to the Ford primary
brand across Europe. The design guidelines follow a few basic principles that include
high-quality detailed execution, blue pixelation primary colour, orange and highlight
colour accents, and clear Ford branding.
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3D/Experiential Shows and Events
Sponsorship
Combining two strong identities like Ford and UEFA Champions League requires
simple creative rules. We aim to protect the value of each brand whilst retaining the
excitement and passion of football.
The perimeter boards, for example, which surround the pitch, were designed
following research into TV legibility and the amount of time that the image remains
on-screen. As a result, the boards focus on the primary brand and achieve
maximum legibility by using a line version of the Ford Oval.
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3D/Experiential Shows and Events
Public Affairs
The official events press pack design is set to complement the autoshow and event
design graphics, as shown (top right). The creation of pixelated graphics injects
movement and life into flat colour to increase visual interest while staying within the
grid. This look and style will evolve in tandem with the show and event design.
Official product press packs follow the style of the brochures. A full or partial image
of the vehicle must always be used for maximum impact, without pixelated graphics
(bottom right).
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Bio Ethanol
Bio Ethanol
Feel the difference
FordFocus ST
FordFocus ST Feel the difference
Media Press Pack 2006
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Key media principles
Consumers, and the media landscape they connect with, are rapidly changing in the
context of more choice, greater fragmentation, converging technology and more
demands upon their time.
The traditional communication model of ‘interruption’ is no longer valid. Driven by
consumer choice and innovation, our media world is the new world of
‘engagement’.
This has major implications for Ford. We need to create interesting, exciting and
engaging brand communications in channels that reach their target audiences most
effectively.
The following channel planning principles should be observed when developing any
form of branded content for Ford.
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Channel insights
The consumer comes first, and channel insights are born out of a clear
understanding of the consumer’s channel habits and usage. Insights into the use of
each channel should complement the product, the primary brand and the consumer
insights for each campaign. They should provide unique connection points with each
different Ford target audience. They must be integrated into content development
from the beginning of the Blue Team process. And be based on the ability to truly
engage with Ford consumers. The new media landscape should be considered in its
broadest context. Channel insights should also provide a framework for developing
the 360 big idea.
Channel neutrality
Campaign ideas are not led by any single medium before the creative development
is agreed. So, it is important to seek content ideas for multiple channel distribution
and not for merely a 30" TVC. Channel innovation in every campaign is mandatory.
We should, therefore, be prepared to experiment and be prepared to learn.
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The selective use of tactical advertising will help to strengthen the Ford primary
brand, especially during the launch phase of a new product.
The following table shows where variable marketing offers should not be used.
Adherence to these guidelines will ensure that we protect the value and relevance
of the Ford-branded communications.
Separate Media Guidelines are available to help clarify this channel/message
relationship.
Launch Mid-cycle Run-out
TV No deal No deal No deal
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