Case Study

September 23rd, 2015

Multi vs. Single Message Ads

Situation:

  • In Q1 2010 the auto industry was struggling: manufacturers bomboarded the marketplace with ad messages.
  • Consumers, however were responding with “that ad looks like just another car ad”.

Results:

  • Ford ads genereated above norm Ace Scores and the manufacturer finished the quarter with impressive sales gains.
  • Ace data showed that most Q1 auto industry ads were multi-message :30 spots.
  • Bucking the trend, Ford aired single message :15 second spots.

Opportunity:

  • Ford’s ads were different, not merely due to their shorter length.
  • They focused on a single feature of the vehicle delivered in an informal tone.
  • The spokespeople were everyday people talking about how the single feature (many with an innovative tech focus) helped enrich and personalize their driving experience.
  • Ace verbatims reflected consumers appreciating the ads to-the-point style. Ford got kudos for being technologically advanced – a big surprise to many consumers.

AD TITLE

{{ title }}

BRAND

CATEGORY

{{ category }}

AIR DATE

{{ date }}

ACE SCORE

{{ rank }}

Scroll To Top