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December 29, 2006
Choosing the right song gets Ford in tune with their target customers
Canadian pop artist DEE’s song ‘Miles and Miles’ is theme for new Ford Edge marketing campaign.
"Miles n' Miles" by Montreal singer/composer DEE is the exciting electro-pop track featured on the new commercials for the all-new 2007 Ford Edge. Ford is using songs like "Miles n' Miles" to reach out to its customers in its new marketing campaigns.
When Ford started looking for music to complement the Edge, they also looked for music that their customers could relate to. Ford decided it was time to enter the digital age.
"Our customers are looking at digital media, downloading video and music. They want to go online and look at the vehicle with all of the interior and exterior features," says Dave Sanabria, SUV marketing communications manager for Ford. "We noticed that what they are doing online and music are a nice fit."
Digital media also gave Ford the chance to highlight certain features of the Edge including the audio input jack for MP3 players.
When it came to music, Ford was looking for a song that hit the sweet spot. The sweet spot, according to Sanabria, is where the song's tone, tempo, energy and lyrics speak to the right vehicle.
"DEE is similar to our target audience," says Sanabria. "He has his own Web site, his own MySpace page, his song conveyed what we wanted to say."
Music is the single thread in all of Ford's marketing campaigns for the Edge including the Hispanic, Asian and African-American campaigns. Ford worked with different artists to create that unique sound for the Edge. Ford partnered with Univision to bring certain songs from Beyonce to the Hispanic population and Grammy-nominated singer Kelis created the song “Push it to the Edge,” specifically for a new Edge urban marketing campaign launched on December 20.
"It's important to remember two things: the depth and breadth of the campaign and how important digital media and music are in all markets," says Sanabria. "The campaigns are cool, hip, fit with the Edge and are a bold statement for Ford."
The media launch date for the campaigns are the week of December 24th. All of the music will be available for download on the following Web sites: fordvehicles.com/edge and Univision.com. "Miles n' Miles" can be heard on the new commercials as well as on the Web site.
Posted by Frank at December 29, 2006 12:55 AM | Filed under 2007 Vehicles
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