Ford today announced the launch of its first advertising campaign promoting the 2015 Ford Edge. The campaign centers on the empowering sense driving the all-new Edge creates for its customers – that feeling of being “unstoppable.” Ford believes this emotion to be a key driver of vehicle consideration in the utility segment.
Calhoun notes the ads are designed to create an emotional connection with the target customer – people who are successful, business-minded, sports-oriented, eager to try new technology and committed to staying in the know. Historically, Edge does well with women buyers, and that audience was top of mind in development of the new campaign.
The television work, carried by the popular track “Fight Song” by Columbia Records artist Rachel Platten, features a Bronze Fire Edge Titanium being driven through city streets. A woman’s voiceover asserts – “2,434,311 people and only one me. I’ll take those odds.” The spots debut the new tagline, “Be Unstoppable.”
“The all-new Edge defines utility in an urban environment for Ford,” Calhoun explained. “It provides us with an opportunity to showcase the Edge customer having the confidence to handle whatever the day brings – whether that’s an experience in the city or a weekend adventure.”
The campaign launches today with a national television component. It will be followed by print ads, then an aggressive digital execution later this summer. The TV spots will run on national networks and popular cable channels – Discovery, ESPN, Food Network, HISTORY, MSNBC, TBS and TNT.
Target publications for the print ads include Bloomberg Businessweek, Bon Appétit, Condé Nast Traveler, Elle Décor, Food & Wine, Golf Digest, GQ, Real Simple, Shape and Women’s Health.
Sales off to a great start
Last month, Edge sales in the United States were up 78 percent compared to year-ago levels, helping the Ford brand set a new record for April utility vehicle sales. May 2015 performance is expected to be strong as well – with year-over-year gains – as the new Edge enjoys brisk sales and strong interest from buyers.
With the all-new Edge, Ford is also building on its global utility vehicle leadership, having delivered four consecutive years of record sales. In 2014, the company sold an all-time-high 1.4 million utility vehicles in markets worldwide – up 11 percent from 2013. Through the early months of 2015, Ford’s global utility vehicle sales remain strong.
In North America, Ford reigns as the top-selling SUV brand – a title it has held for four straight years. The company expects the all-new Edge will maintain its position as a segment leader. The 2015 Ford Edge is loaded with more technology, higher levels of craftsmanship and greatly improved vehicle dynamics. It also sports an exciting new design.