FORD MUSTANG RPA - Ben Ng, Dani Planto, Ella Miller, Hallie Messenger, Lucy Parkin
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RPA
FORD MUSTANG
Ben Ng, Dani Planto, Ella Miller, Hallie Messenger, Lucy Parkin
//Table of Contents
Executive Summary 5
Meet The Competition 7
Chevy Camaro Through History........................... 8
Past Chevy Executions........................................ 9
Meet The Client 11
Ford Through History........................................... 12
Mustang Through History..................................... 14
Mustang Past Executions.................................... 16
The Numbers....................................................... 19
Ford SWOT Analysis............................................ 21
Meet The Consumers 23
Layla Nelson........................................................ 25
Chris Wilson......................................................... 27
Roger & Elizabeth Watson................................... 29
Car Models.......................................................... 31
Campaign Intro 33
Creative Brief....................................................... 35
Big Idea............................................................... 37
Campaign Executions 39
Execution 1.......................................................... 40
Execution 2.......................................................... 41
Execution 3.......................................................... 42
Instagram............................................................. 43
Twitter................................................................... 44
Facebook............................................................. 46
Coca-Cola Promotion........................................... 47
Conclusion 51
Bibliography 53
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 Campbell-
Ewald 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.
12Tittle
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.
14Tittle
15//Mustang Past Executions 16
//Mustang Past Executions
17Tittle 18
//The Numbers
2013 Sales
(in units sold)
Car Units sold Market Share
Ford Mustang 77,186 36.9%
Chevrolet Camaro 80,567 38.5%
Dodge Challenger 51,462 24.6%
TOTAL 20,9215 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 2009 2010 2011 2012 2013
Ford $118.37B $128.92B $136.27B $134.27B $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
19Tittle 20
//FORD SWOT ANALYSIS
Strengths Weaknesses
• Stability/Established Brand • Market Saturation
• Brand Image & Loyalty • Low Exposure to Asia/Pacific
• Global Presence • Recent Recalls
• Sales Growth
Opportunities Threats
• Electric Automobiles/Hybrids • Increased Competition
• Fuel Efficiency • Economic Downturn
• Market Growth • Debt
• Product Innovation
21Meet 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 Layla—after 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 3.35,
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
Shelby GT500
Chris $55,110
Wilson
GT COvertible
Roger and $36,210
Elizabeth Watson
31Campaign 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 high-
involvement 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.
3536
//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.
37Campaign Executions
//Execution 1
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.
40//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.
47Conclusion
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
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