Ford and Archies Challenges Consumers to 'Swap Your Ride"

By: Jon Hewett Ford Communications Network

DEARBORN, Sept. 10, 2007 - Ford is inviting consumers to "Swap Your Ride" as part of a new advertising campaign that follows the experiences of competitive-make vehicle owners who did just that, agreeing to drive a Ford for one week.
Ford went undercover to find out what would happen if people who own other brands of vehicles were to get behind the wheel of a Ford.
In all, 90 competitive vehicle owners from New York, Dallas, Miami and Los Angeles agreed to evaluate one of 11 Ford vehicles, including a Ford Fusion, Focus, Mustang, Taurus, Edge, Escape, Escape Hybrid, Expedition, Expedition EL, F-150 or F-Series Super Duty during a week-long test drive.
The subsequent "Swap Your Ride" television commercials, which take their inspiration from the reality TV phenomenon, feature candid feedback from people who thought they were test-driving vehicles for market research.
"When consumers experience a new Ford vehicle for themselves -- especially when they haven't driven one of our products lately -- it's almost always an eye-opening experience," said Barry Engle, general manager, Ford Marketing. "In 'Swap Your Ride,' real people tell this story in their own words."
"Swap Your Ride" participants were asked before and after their test-drive experience whether they would be open to purchasing or leasing a Ford vehicle in the future. The results: Purchase consideration following consumers' week-long product evaluation doubled to nearly 80 percent.
Since the debut of the Fusion Challenge campaign with the help of Car and Driver in January, Ford broadcast, print and digital ads have emphasized the strength of its products versus the competition. "Swap Your Ride" is the latest to embrace that third party marketing approach.
"It really takes the credibility of a third party, in this case having actual people share their experiences, that we believe makes 'Swap' so effective," said Kim Cape, communications manager for Ford Division marketing and sales. "We're letting consumers speak candidly about our products."
The campaign is backed by an offer of up to $1,000 "Swap Bonus Cash" through Oct. 1 on most 2007 and 2008 model year vehicles in addition to all existing retail and lease offers.
The first of 28 "Swap Your Ride" television commercials, including Spanish-language ads, began airing this week. Print executions in USA Today and in major Top 25 market newspapers will debut Friday, Sept. 7.