Independent Women Campaign
Ford, and truck companies in genernal, (oh heck, car companies in general) hardly take women into consideration when they advertise their products. But trucks are a huge deal for women. Should we look at the stats?
Ford F-150 Manifesto
Consideration phase
These photos represent product placements in shows with independent women. Women, who are considering buying a truck, most likely watch one of these shows. Product placements are shown to influence buying decision if they are implemented well.
Instead of choosing your own commercial, like Hulu just started doing, you can select your own mini story during commercial breaks. The stories will tie together as you decide what to do during each break, and the F-150 will be there to help save the day.
All of the initial experiences will lead women who are considering buying a truck to Ford's website. Here we flip over the fictional use of the truck by featuring the F-150 driven by women in their everyday life.
The website also offers a feed of other stories to help inspire women, both young and old to be independent and do what they truly want.
Women can then schedule a test drive with women in their area who own the F-150, so the test drive will be more personal.
Overall, we are not just selling F-150s. We hope to influence social change. If women want a truck they should be judged for wanting one and driving it.
Personally, I was with a my friend, a girl, and she owed a large diesel truck. Everywhere she went, she told me, people looked at her like she shouldn't be in it. This unsettled her. Our hope is to empower women to be their true selves.
