Ford Launches Campaign For FordPass App

Ford Motor Co. is launching a campaign to build awareness of its reinvigorated approach to customer experience.

“FordPass, Built to Keep You Moving” from BBDO explains how the rewards program benefits customers by offering points toward complimentary vehicle maintenance when members purchase or lease a new Ford vehicle. Customers also earn points on service spending at Ford dealerships.

All can be accomplished via the FordPass app, a single mobile platform where owners can monitor their vehicles, find parking spaces or make service appointments. The program began rolling out in early April and Ford is targeting current and new owners. 

The first FordPass TV ads break Monday and are part of a comprehensive media plan supporting Ford’s sharpened focus on customer experience that includes radio, social, digital and cinema components coming later this month.



The media plan includes national buys through June 30 on cable channels including Cooking, Food Network, TLC, Hallmark, HGTV, DIY, TBS and ESPN. The network buys include news, late night, sports, Hulu and CTV. Online includes YouTube, Amazon and social sites.

The effort extends the “Built Ford Proud’ advertising platform.

As of April 2, every customer who buys a new Ford vehicle automatically receives 42,000 points -- enough to cover the first three maintenance visits at the dealership, says Dave Loflin, manager, FordPass Rewards consumer experience.

“We have created the most comprehensive loyalty rewards program in the industry where customers who purchase or lease a new Ford vehicle will receive points they can use toward complimentary maintenance, parts, service or a new vehicle at participating Ford dealerships,” Loflin tells Marketing Daily.  "We are giving our customers the power of choice.”

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