This year there were a number of campaigns that either affected our buying behavior or changed our opinion of a brand. Below are the five brands that were most influential to us brandlings.
Ford – Campaign: “Drive One” and “Swap Your Ride”
Growing up, everyone we didn’t like owned a Ford Explorer, and unfortunately, we began to associate our dislike for these people with that of the Ford brand. This past year, Ford has been heavily marketing its brand and products through a couple campaigns.
The “Swap Your Ride” campaign allows customers to drive a Ford vehicle for a week and then talk about their experience. The advertisements that cover this campaign are hosted and endorsed by Mike Rowe – who was named by Forbes magazine one of “Hollywood’s 10 Most Trustworthy Celebrities”.
The “Drive One” campaign is composed of actual Ford customers who come to the dealership to take part in a focus group. When they arrive they are led into a room that opens up to a surprise mock press conference.
These 2011 campaigns changed how we saw Ford, although both debuted a few years ago: “Swap My Ride” in 2007, and “Drive One” in 2008. We don’t cringe at Ford cars anymore, in fact, we “check them out” when they drive by on the highway – and we’ll admit we’re very jealous of their 40mpg fuel economy.