Ford and Lincoln roll out new communication campaigns in the Middle East

The campaigns will play a strategic role in communicating the new essence of the Ford brand that is targeted to the youth, and the renaissance of the Lincoln brand in the region.

"The automobile sector in the Middle East is a very competitive one and the market is so crowded that to maintain a strong foothold in the region we need to be seen in the public eye. Also, when we are seen, we need to create an everlasting impact on our target audiences, as it will play a crucial role in supporting our marketing and sales initiatives," said Hussein Murad, sales and marketing director, Ford Middle East.

According to Pan Arab Research Centre and Gulf Marketing Review, advertising spends in the GCC have increased by 38 per cent in 2004. In the GCC, automotive sector advertising spends totalled close to USD171 million where television advertising alone amounted to approximately USD55 million, accounting for an increase by 67 per cent for 2004.

"In such a cluttered market, we can't advertise for the sake of advertising. To create that differentiation, our campaigns need to have a creative edge and the ability to connect with our target audience. This is exactly what our Ford and Lincoln campaigns do in their own distinctive way to deliver the brand promise to our customers and enhance what the new Ford and Lincoln product line-ups have to offer," continued Murad.

The new corporate Ford Drive campaign entitled 'Destination' has evolved from the original Drive - 'Journey' - campaign that was produced a few years ago. 'Journey' focussed on the genuine nature of the brand and it connected with the heritage of the region, therefore assisting Ford to strengthen its local presence.

Beginning in 2005, key words for the new Ford product line up are 'Progressive' and 'Smart'. 'Destination' focuses primarily on the 'Progressive' part of the promise, and the approach to this is through establishing the connection with the youth.

In the commercial, a group of four young friends are seen growing up in light of their passion for cars. The city around them also progresses, and they become adults who own the car they have dreamed of as kids. The advertisement demonstrates Ford accompanying them through the journey and meets up with them at their "Destination" i.e. adulthood.

Murad emphasises: "The new Ford products on the market such as Focus, Mondeo sport edition, Fiesta and all new Mustang are built in both design and engineering, with focus on the youth. Today's generation is full of smart and progressive youngsters who depend a lot on their close circle of friends - you can therefore see the emotional bonds of friendship reflected in the commercial. We aim to establish that connection with the youth so that we can effectively communicate what Ford stands for."

In addition to a new television campaign, the new Ford brand message will be further enhanced by the Ford support of popular Arab reality shows such as Super Star on Future Television and Star Academy on Lebanese Broadcasting Corporation.

On a similar level, the relaunch of the Lincoln brand in the region will be enhanced with the launch of a widespread communications campaign throughout the region. "We believe a 360-degree brand experience that hits all consumer touch points is one of the most effective ways to reach Lincoln customers, and the new Lincoln campaign 'Travel Well' does just that," continued Murad.

"Our 'Travel Well' brand campaign is two fold as on one side it represents the features of the car that make it comfortable and luxurious to travel in and on the other hand it symbolises the peaceful journey of life we all want to travel through. This campaign will assist us in communicating how are products are differentiated.

Highlighted in the recently launched all-new 2005 Navigator, the Town Car and the LS, Travel Well's philosophy rides on the attributes of Lincoln's compelling presence, classic elegance, comfort and rewarding driver experience that complements the Lincoln customer. The campaign encapsulates how the customer interacts with and enjoys the Lincoln products that promise to make every journey a fulfilling experience," he added.