Question

Provide a message overview for a creative brief for Ford motor company. The creative brief must include message objective and message theme.

Answer 1

The creative brief is the foundation of any successful creative campaign. It outlines the client’s vision and ensures that everyone is on the same page. This in-depth guide will help you understand the creative brief in detail. Most agencies will agree that the success of any marketing campaign often rests on a single document: The creative brief.

As Will Burns of Ideasicle says, the creative brief is the “most sacred of all sacred ad documents”. From the choice of font in a print ad to the overall theme of the campaign, everything springs from the creative brief.

Most creative briefs include the following:

• A short brand statement
• A brief overview of the campaign’s background and objectives.
• Key challenges that the campaign aims to resolve.
• Target audience for the campaign.
• Chief competitors.
• Primary message describing the brand’s values and market positioning.
• Communication channels on which the campaign will run.

When Ford's “Try More” Campaign was launched across Canada, the campaign goal was to get consumers to try new things to tie in with a recent redesign of its core models .To achieve this in the Canadian market, Ford hosted live events which encouraged consumers to try activities like axe throwing, mechanical bull riding and MMA fighting. The live events also featured the core model Ford cars, which were displayed on site for consumers to see and test drive. To promote the campaign, “Try more” was advertised across social media networks and TV.

Takeaway: As a brand, it’s key to take advantage of opportunities such as a redesign or rebranding to reconnect with customers. By taking the new design to the road using a range of creative events, Ford reframed itself as a fun and innovative brand while showcasing their core product - the car.

1. 1 2016 Ford Expedition XLT A creative brief by Clarence Dennis, Drew Bartro and Shelby Poskochil.

2. 1 Executive Summary Our mission was to thoroughly research Ford Motor Company and spe- cifically the 2016 Ford Expedition XLT. Throughout our research, the re- searchers gained a greater understanding of Ford’s history in the auto- motive business and the company’s recent successes and shortcomings. We were also able to obtain information on the 2016 Ford Expedition XLT SUV and its position in the automotive market. We researched the general product information of the 2016 Expedition XLT, along with brand image, competitors, target markets, and Ford’s ad- vertising. Our research was largely based on Ford’s annual reports, vari- ous databases like Mintel, Business Insights and LexisNexis. Ford’s web- site was a useful source for not only product info, but primary research on advertising.