Mechanical engineering | Vehicles » Ng-Planto-Miller - RPA Ford Mustang

RPA FORD MUSTANG Ben Ng, Dani Planto, Ella Miller, Hallie Messenger, Lucy Parkin //Table of Contents 5 Executive Summary 7 Meet The Competition Chevy Camaro Through History. 8 Past Chevy Executions. 9 11 Meet The Client Ford Through History. 12 Mustang Through History. 14 Mustang Past Executions. 16 The Numbers. 19 Ford SWOT Analysis. 21 23 Meet The Consumers Layla Nelson. 25 Chris Wilson. 27 Roger & Elizabeth Watson. 29 Car Models. 31 33 Campaign Intro Creative Brief. 35 Big Idea. 37 39 Campaign Executions Execution 1. 40 Execution 2. 41 Execution 3. 42 Instagram. 43 Twitter. 44 Facebook. 46 Coca-Cola Promotion. 47 51 Conclusion 53 Bibliography 3 //Executive Summary Mustang is a brand that appeals to all styles and generations. The sleek, head turning designs and raw power provide a modern twist to the classic all American cars. With over 20 customizable features on every model there is a design to catch everyones eye. The CreateYourCool campaign targets the

ability to customize each model of Mustang to different generations and styles. There are three specific target markets for the three models of Mustang. The convertible V6 campaign will be targeting the high school, teenage girl as a reliable but fun first car. To target the middle aged business man, RPA focused on the powerful Shelby GT 500 as it provides the perfect mix of a race car with the practicality of a street coupe. Lastly the classic GT campaign hopes to attract the first generation Mustang buyers to keep lifetime loyalty to the brand. RPA has created three social media campaigns to involve the customers in the advertising of the brand. The hashtag CreateYourCool will connect all social media campaigns and will engage consumers while celebrating the individuality of the brand. Facebook, Twitter, Instagram and a Coca Cola partnership will allow customers to share their experience with Mustang to help commemorate the 50th anniversary. To get the customers excited for the next

50 years there will be multiple opportunities for customers to win a new 2015 Mustang customized to their style. Our ad executions will each be separately placed in media that relates to the target markets interests and age groups. We have prepared two print-ads, a commercial, as well a billboard Each ad, although created for different target markets and placed in different places, will be brought together as one campaign using the hashtag CreateYourCool. Through these ads, we will reach out to a wide variety of people that are ready to buy their cool, new Mustang. 5 Meet the Competition //Chevy CAMARO Through History Following the succes of the Ford Mustang the previous year, Chevrolet released the Camaro in 1966 as a direct competitor. The first generation Camaro had the same front-engine configuration and conventional rear-drive as the Mustang and was marketed as a “real driving machine”. The advertising, done by Chevrolet and Campbell-Ewald marketed a Camaro that

oozed performance and self-assurance aimed at people who wanted more than a car that would just get them from point A to point B. However, under intense pressure to succeed due to the success of the Ford Mustang, there were rumors that CampbellEwald almost lost the account to James Walter Thompson. However, Campbell-Ewald was eventually able to hang on to it’s account after managerial changes. A lot of the advertising for the Camaro since then has been focused on patriotism with taglines such as “Heartbeat of America” and “From the country that invented rock and roll” used in campaigns through the years. “With Ford cars creeping up on Chevrolet, and with the quick success of Ford’s Mustang, both Chevrolet and the agency [are] under the gun,” - Ad Age, 1966 8 //Chevy Past Executions 9 Meet The Client //Ford Through History Ford Motor Company is an American automotive corporation that manufactures passenger cars, trucks, and tractors. Henry Ford, along

with 11 outside investors, founded the company in Dearborn, Michigan in 1903. Five years later, the revolutionary Model-T vehicle was introduced as the first affordable consumer vehicle and the mega-brand of Ford Motor Company was born. Ford’s initial success following the mass development of the Model-T vehicle was notable not only in the United States, but also overseas. By 1923, Ford was producing more than half of America’s automobiles and by the end of the decade they had established more than 20 overseas plants to facilitate their global distribution. In a time where global expansion was far more difficult than it is today, Ford’s ability to expand so much within 10 years of introducing the Model-T vehicle is considered highly impressive. Over time, Ford Motor Company has undergone considerable changes through its acquisitions and release of multiple car brands throughout the years including: Lincoln, Mercury, Jaguar, Volvo, etc. As a consequence of the economic crisis in

2008, Ford has now narrowed its brands down to only manufacturing Ford and Lincoln vehicles while maintaining a small stake in Mazda. By doing this, Ford has been able to better focus its attention on ensuring the success of these brands rather than manufacturing multiple cars that are, ultimately, competition in the market. 12 Tittle 13 //Mustang Through History The Ford Mustang was an incredibly successful marketing feat. Launched during the New York would fair in 1964, Ford sold 22,000 Mustangs the very first day they were on the market and over the next two years would go on to sell over one million units. The pony car was a model that stemmed from the muscle car, but was considered an entirely new breed of automobile. Referred to as the “working mans thunderbird”, the proposition was that it was a sleek, high performance, yet everyday man’s car. Ford played the car up through large media spots including the covers of Newsweek and Time and airing it simultaneously

and continuously on the 3 channels (which was a lot in the 60’s) the night before the launch. Throughout the next 50 years, Ford Mustang has been redesigned and improved to fulfill the wants and needs of the consumers looking in the Pony Car market. During this time, the Mustang has fluctuated as the leader in the pony car market and currently remains a market leader, second only to the Chevrolet Camaro in recent years. Advertising for the Mustang is currently created by Team Detriot. 14 Tittle 15 //Mustang Past Executions 16 //Mustang Past Executions 17 Tittle 18 //The Numbers 2013 Sales (in units sold) Car Ford Mustang Chevrolet Camaro Dodge Challenger TOTAL Units sold 77,186 80,567 51,462 20,9215 Market Share 36.9% 38.5% 24.6% 100% As you can see from the table above, the Camaro and Mustang are clearly ahead of the Challenger, with Camaro being the market leader for 2013. This is likely due to Chevrolet ‘s clever use of marketing and

product-placement. For example, in Transformers, the Transformer Bumblebee is a yellow Chevy Camaro This has made the Camaro more relevant and ‘cool’ in recent times, something we at RPA hope to change with our campaign. 5 year Revenue (in billions) Company Ford 2009 $118.37B 2010 $128.92B 2011 $136.27B 2012 $134.27B 2013 $146.92B GM (Chevrolet) 104.59B 135.59B 150.28B 152.26B 155.43B Chrysler (Dodge) 28.79B 41.94B 54.98B 65.78B 72.14B *All financial information published on this page was taken directly from each companies Annual Report 19 Tittle 20 //FORD SWOT ANALYSIS Strengths • • • • Stability/Established Brand Brand Image & Loyalty Global Presence Sales Growth Opportunities • • • • Electric Automobiles/Hybrids Fuel Efficiency Market Growth Product Innovation Weaknesses • Market Saturation • Low Exposure to Asia/Pacific • Recent Recalls Threats • Increased Competition • Economic Downturn • Debt 21 Meet

the Consumers // Layla Nelson, 16 Prom Queen 24 //Layla - Description LAYLA NELSON Car: Mustang V6 Convertible Age: 16 Location: Newport Beach, California Occupation: High School Student Layla likes to refer to herself as “Princess Layla” because she thinks it ‘flows off the tongue nicely’. Her only aspiration in life is to join a sorority at USC and win prom queen. So far, she has won homecoming queen for her class and continues to do her hair and makeup every morning in hopes for her senior year. Staying in California for school is a big deal to Laylaafter visiting her older brother, Dustin, at Duke, there was no way she could go to the East Coast and freeze everyday. Plus, while she loves the show “Gossip Girl”, she doesn’t like how all the boys dress on the show, which is how they dressed at Duke. This was a quick conclusion for her. She prefers more of a ‘surfer dude’ look She lives across the street from the beach and likes to complain to her father,

John, the VP of Toshiba, about how their house is not directly on the beach. Her father just rolls his eyes, as her mom, Donna, chimes in with her complaints. Layla has a GPA of 335, her father said if she does not keep her grades up she can’t get her nails done every week with her mother and he won’t pay for her white-iphone. They have a shopping and nails date every Friday after school is out. Reading magazines while they are there, Layla always sneaks a peek at Donna’s Cosmo, while she reads about makeup in Seventeen Magazine. This is Johns favorite time of the week, because he gets to go home and watch Sports Center without them complaining about sports. Layla was a cheerleader, but she still didn’t care about sports, only about her bow looking good, her fake eyelashes and being the girl at the top of the pyramid. John was the one to decide to buy Layla the Mustang, although her mother suggested the convertible, because Layla would drop hints every time they would pass by

the dealership on their way to the Salon. 25 //CHRIS WILSON, 51 Mid-life crisis 26 //Chris - Description CHRIS WILSON Car: Mustang GT Premium Age: 51 Location: Sherwood, Oregon (Portland Suburb) Occupation: Nike, Operations Team Christopher won’t admit it, but he is having a mid-life crisis. His wife knows it, his friends, and his two daughters, but he won’t admit it to himself. Buying a new, bright green Mustang, just goes to show he needed a little spice in his life. Chris works for Nike and is in his 20th year there and is a part of their operations team. He commutes to his job in Beaverton every day in his silver Prius He is too young to retire, but too old to get a new job. Once their daughters graduated high school, his wife, Carol went to beauty school, her childhood dream, and now works as a hairdresser. His two daughters are both out of the house, and moved on with their lives. Kimberley (20) currently attends Lewis and Clark College in Portland. Kim excelled in

academics in High School however, at Lewis and Clark has dropped on the scale Chris has a hunch that she smokes marijuana. She doesn’t visit home much even though she is only 25 minutes away, and whenever she does she has another piercing, a new color in her hair or a new pair of birkenstocks. He only sometimes worries about her, but deep down he knows she is a smart young woman Jesse (25) graduated from his Alma-Mater, University of Oregon, and his now an Athletic Trainer at a community college in Seattle, Washington. In high school, Jesse played Basketball and Volleyball and Chris adored watching his little girl excel in athletics. He has always been a huge sports fan and still watches all the U of O games on TV. He had season tickets to the basketball and football games for 20 a few years until he had to sell them two years. Chris was the football star of his high school, and loves re-living his sports days. The glory days are gone now though, his hairline is receding, and he is

losing his hearing Jesse and Kimberley tell him that he’s not a ‘cool dad’ anymore. It breaks his heart because he always wanted to stay forever young. 27 //Roger and Elizabeth Watson, 68 & 69 Enjoying Retirement 28 //Roger & Elizabeth Description ROGER AND ELIZABETH WATSON Car: Mustang V6 Age: 69 and 68 Location: Palm Beach, Florida Occupation: Neurologist and Science Teacher, Retired Roger and Elizabeth have always driven nice cars, but never have they gone all out on a Mustang. Roger worked as a Neurologist in Little Rock, Arkansas after graduating from the University of Arkansas for Medical Sciences. He loved his job and never regretted his decision He made about $275,000 a year once his practice got going, but finished paying school at the age of 41. Elizabeth was a science teacher at local high school and made $65,000 a year. Always being smart with their money, they invested in valuable stock early on and recently cashed in their Microsoft stock.

Basically, with such a return on their money they’re looking to splurge, so why not on a Mustang? Not only do they want to splurge on a Mustang, but Elizabeth and him moved down to Palm Beach, Florida to retire a year or so ago. They raised their 4 children in Little Rock in a one-story house with 4 bedrooms. Scott and Carlisle always had to share until Scott moved out to attend Princeton. Scott, now 30, is a stock-broker in NY He always seemed to be the ‘perfect child’. Carlisle, 28, attended the University of Alabama to play baseball He is now a High School Baseball coach and PE teacher. He visits home the most, especially when he has the Summer off Jessica, 27, the more crazy of the four and constantly dying her hair new colors, moved to San Francisco to attend Beauty School and is now a hairdresser in San Francisco. Richard, 24, is currently enrolled in Law School at Tulane University. Roger and Elizabeth used to spend a lot of time supporting the local high school by

volunteering in PTA and Elizabeth was the leadership teacher and coordinator. They went to various school events anywhere from theater productions, to pep rallys, to baseball games. Now, in Palm Beach, they feel a little lost with what to do with their time. They figured with a Mustang they’ll be able to feel a little younger and cooler, and hopefully get involved with the younger crew on the block soon. 29 //Car MOdels V6 Convertible $27,510 Chris Wilson Roger and Elizabeth Watson Shelby GT500 $55,110 GT COvertible $36,210 31 Campaign INtro Tittle 34 //The Creative Brief RPA is aiming to target a middle to upper class audience that will demonstrate the features, custom designs, and thrill that comes with buying a mustang. While valuing the brand’s history in it’s 50th year anniversary, we will be targeting audiences with a focus on individuality and confidence, just like the Mustang. Our advertisements will focus on making the specific persona their

“coolest” possible self with our ‘Create Your Cool’ campaign. Due to the custimization options of the Mustang, audiences will be encouraged to define what they think is cool.The curiosity on how the car can change a life will increase our highinvolvement purchase customers because they will want to research further on the car Our exciting messages will catch our audiences eye on our 30 second tv spots, print ad placements in nationwide magazines like Time, Seventeen Magazine, Sports Illustrated and many more. Through this, our goal is to extend the Ford Mustang’s consumer base beyond the stereotypical. Mustang is not only a vehicle you live your life in but a vehicle you live your life with and it will be there with you every mile of the way. 35 36 //The Big Idea What is the consumer going to get out of owning a Mustang -- The Mustang has many generations which can all fit into any generation of people today. Whether you are graduating high school, need to spice up

your fifties, or are adventuring through your retirement, the Mustang’s features, customization and classic look is right for you. RPA will be demonstrating various ads targeting 3 audiences explaining how the Mustang will spice up your life and add to your cool. The Create Your Cool campaign is to target each audience and the phase of their life they are in. The teenage girl will create her cool by getting a bad ass car for graduation with custom features, the middle aged man can feel like he has power and a cool ride to leave business meetings in. The elderly couple can recreate their cool in the familiar Mustang they grew up with. Create your Cool will encompass all of the ages while demonstrating the custom aspects and how cool the car truly is. 37 Campaign Executions //Execution 1 40 As a middle aged man, life and work can sometimes get in the way of your cool. The Mustang can bring their cool back and give them the thrill their midlife crisis has been looking for.

The print ad will be in the magazines listed to promote the lifestyle the middle aged audience would be looking for. The ads will center around class, success and power as you can see in the ad we have created. In order to reach the highest number of people, we want our ads to be mysterious and catch the attention of the demographic. //Execution 2 The use of celebrity endorsements will be very important in our ads for the young girl demographic. Since young girls want to fit in, if they see celebrities using the Mustang, they will want to have the thrill of what famous people are using. Our ads will feature various female celebrities on and in the car to catch their eye on new stands in magazines like Maire Claire, Glamour, TeenVogue, Seventeen and Cosmopotilan. 41 //Execution 3 For our elderly persona, we want to execute an ad that will excite them and demonstrate that you can’t put an age on cool. Our ads will show elderly couples on adventures in their mustangs. This ad

will run on billboards along freeways such as the i-95 along the coast of Florida and i-10 from Palm Springs to LA, as it is an ad that is relatable to the general public and therefore it will benefit the most from the heavy traffic.The ads will also be in magazines like Time, The New Yorker, NewsWeek and other classic magazines that our demographic would be reaching. The ads will be simple yet compelling so they don’t confuse the target market but rather intrigue them to look further into the product. 42 //Instagram “50 Years of Cool” For our Instagram campaign, RPAs main target audience is teenagers to middle aged adults. We want people to instagram their Mustangs of every generation with the hashtag #createyourcool. The idea is that even though everybody has their own ideas about what is ‘cool’, they can all find it in a Mustang. This campaign will give the instagram nation a chance to see how Mustang has evolved over the last 50 years. We want instagram users to get

a better sense of how every generation of the Mustang has been cool for the last 50 years. With each instagram, we will enter the participants into a drawing in which 50 people will be chosen to win a custom Mustang of any year, so that they can create their own cool with Mustang. 43 //Twitter “50 years of Cool” RPAs objective for our twitter campaign “50 years of Cool”, is to get the word out and publicize the fact that Mustang is celebrating its 50th anniversary this year. We want our followers to experience/remember just how prevalent the Mustang both is and has been in the car industry over the last 50 years. We believe that Mustangs give off a certain ‘cool factor’ and we want to show that it doesn’t matter how old you are, anybody can be cool with a Mustang. With Twitter being a platform geared more towards the younger and middle aged generation, we are mainly targeting a younger/middle-aged demographic, yet also hoping to reach some more tech-savy elderly

people. Using the hash tag #happy50thMustang we will gain followers and people who want to share the love of the Mustang throughout the last 50 years. This campaign will be a year long, running from Jan 1st 2014- December 31st 2014. Since Mustang is the only car of 2014 that is celebrating their 50th year anniversary we believe this will be a very successful and unique way to socially connect people with the Mustang brand. 44 #Happy50thmustang 45 //Facebook Social Networking RPA will use Facebook as the main social media outlet to connect to the general public about Mustang’s 50th Anniversary and to generate a buzz about all of our promotions on Twitter, Instagram, and the Coke-Cola giveaway. We will use Facebook as a central place to give out information and facts about Mustang over the last 50 years. This page will give Mustang fans a place to connect and network with each other as well as share their memories with Mustang. Official announcements on current winners of the

Coke-Cola giveaway will also be posted here along with the favorite instagrams and tweets. Since Facebook spans all age groups it will likely reach all of our target markets. 46 //Coca-Cola promotion Find Your Cool with Coca-Cola Coke-Cola has decided to partner with Ford’s Mustang’s 50th Anniversary campaign and give away 50 custom 2015 Mustangs to Coke-Cola drinkers. On 50 of the screw off lid bottled Coke-Cola’s, there will be a Mustang logo indicating to the client that they have won. This will be a nation-wide campaign and run from Jan 1st 2014 to Dec 31st 2014. This will get the Coke-Cola audience involved with the Mustang campaign and get them excited about the new 2015 Mustang. On the lids that are not winners, there will be facts about the Mustang spanning the last 50 years. This campaign will benefit both parties and gain potential buyers of the Mustang. 47 Conclusion Tittle 50 //Conclusion RPA’s Create Your Cool campaign will give incentive for

any generation to buy a Mustang. Age doesn’t matter because everyone can find their ‘cool’ in a Mustang, and even customize it to their liking. With this campaign, we will introduce one commercial catered towards the younger generation and print-ads to go with it, catering towards the other generations. Each ad is specifically designed to grasp the attention of one our three target markets: young females, middle-aged males, and older couples. The ads will be focused on how that target market can ‘create their cool’ with Mustang. On various social media sites, we will introduce a Coca-Cola partnering and a contest to win a Mustang. The hashtag, #CreateYourCool, will go with the 50 year anniversary of the Mustang, and will help to show off the various older Mustangs. With RPA’s campaign, we hope to extend the Mustang’s consumer base, portray a lifestyle of ‘cool’ and ultimatelyexcite people about life with a Mustang. -RPA 51 Bibliography //Bibliography

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