Ford Retail has launched its biggest ever advertising campaign to mark the transition to its new customer facing brand, Ford Retail.
Aimed at consumers and SMEs and created by branding agency Good, the campaign features colleagues from the company’s national network of 65 dealership sites, including a sales executive, a general manager and a technician.
The creative aims to bring colleagues to the fore and show them at work, highlighting how they embody the company’s values of trust, honesty and transparency. The use of real staff, in friendly and natural situations, is designed to highlight that nothing but the name has changed: the key individuals who make up local dealerships will remain in the same roles under the new name.
The rebrand, which has been in development for two years, is part of an ongoing strategy to ensure a consistent, customer experience and offering across the entire Ford Retail group.
The marketing campaign includes online, print, outdoor and radio advertising, plus PR and social media engagement.
Celia Pronto, group marketing and e-commerce director at TrustFord commented: “Our launch campaign is based on research that revealed our customers believe our people, our passion and our personal approach are what makes the difference to their experience; and gives them the trust they are looking for when buying and maintaining their vehicle. The campaign focuses on our values as a company, and we believe they represent our personality of being friendly, natural and approachable.
“Consolidating our customer facing brands under one name will enable key business functions, particularly marketing and communications, to run more efficiently. Having one brand instead of a number of different regional ones, will dramatically improve our ability to externally communicate key messaging, news and business developments on a national level.”
