Design Your Own Billboard Ad w/ #FordByDesign
Gail Chiasson, North American Editor
Ford’s newest billboard adverts won’t necessarily be designed by the company but by its consumers.
As part of the company’s new #FordByDesign car advertising campaign, Ford is encouraging consumers to design artwork for digital billboards that will go up in major cities across North America. The campaign id running from last Saturday until the end of February.
A consumer ad by Aaron M.
“We wanted consumers to experience and be a part of our brand in a unique way,” says Lisa Schoder, Ford digital marketing manager. “By showcasing what our consumers’ vehicles mean to them, we have made their individual expressions the driving message of our campaign.”
To create a one-of-a-kind design, the consumer goes to www.FordByDesign.com on their computer or smartphone and selects a North American city and their car of choice, along with an assortment of colors and effects to complete the artwork. When the user’s creation is submitted, Ford will then display it in a matter of minutes (depending on demand) to a billboard in the city chosen by the artist. Along with the user’s design, the billboard will also display the artist’s first name and hometown.
Users can decide to display their artwork on a billboard in high-traffic locations such as the Bay Bridge in San Francisco, as well as locations in Los Angeles, Miami, Chicago and Washington, D.C..
To make this experience even more unique, consumers will receive a ‘billboard selfie’ – a webcam shot of their design in the chosen location from cameras located across from the billboards. Once received, They can post it directly to their Facebook and Twitter accounts to share their design with others.
“The By Design campaign goes far beyond how our cars look,” says Schoder. “It’s about how our cars make you feel. We are turning the lens on to the consumer, allowing users to create our ads and really letting them feel connected ‘by design.’”
Ford launched By Design, a fully-integrated marketing experience, in October. The campaign connects consumers to the purpose in every facet of Ford vehicles, from the feel of the seats to the response of the engine and the look of the grille.
By Design conveys more than just car design aesthetics: Ford aims to show how technology in cars help make customers’ lives easy, as well as how the vehicle makes them feel.
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