Alexis Schaefer, Lauren Wellman, Gabry Tyson, Clara Kohrs

Creative BriefClient: FordBrand: 2015 MustangNovember 18, 2014

Communication ObjectiveWhat do we want our target to think, feel and do? (Acquisition, retention, switching, awareness, perception?)

We want customers to have top-of-mind awareness of the new 2015 Ford Mustang when they think of muscle cars by focusing on the American heritage of the car.

Industry TrendsWhat’s happing in the industry/category and how do we stack up?

Buyer interest in muscle cars has increased 45 percent from 2009-13, according to the Detroit News, and is on pace to top 300,000 cars sold for the second-straight year. These muscle cars are getting more powerful, and often come with high horsepower. Most muscle cars today also have good fuel economy. Mustang car sales have been lower than that of its competitors the Camaro and Charger, however the new 2015 Mustang has more horsepower than traditional V-6 engines, and is more fuel-efficient than most competitors. The muscle car industry is stable at 2013 levels, having plateaued in the past two years.

Target AudiencePinpoint demographics (e.g. existing owners of pre-used BMWs, suburban males 35-45)

This campaign will be aimed at male and female consumers between the ages of 25 to 40. Their income level is between $30,000 and $90,00 because there are so many customizable options making the car more or less expensive. Most consumers will have graduated college. Many of these consumers will be repeat buyers.

Key InsightsWhat does our target currently think and feel about the category, brand, industry?

The target wants fuel efficiency, as well as horsepower in their new cars. Because of Mustang’s history, everyone knows the Mustang brand. The new Mustang stacks up to competitors in many cases, however some consumers worry about the quality of the interior dashboard. Old Mustangs were seen as a little outdated in the design category compared to competitors, but the new redesign of the 2015 Mustang has changed that opinion and will open the market into European areas. Our target likes the Mustang because of its history.

2 Creative Brief

Everyone has a Mustang story, so the brand is extremely well known. The Mustang is known as the typical American muscle car, and evokes feelings of strength and passion for consumers.

Points of DifferentiationWhat makes our brand distinct and unique (USP) relative to competitors?

No other American muscle car has the longevity of the Ford Mustang. The new Ford Mustang has a higher mpg than other brands and features a four-cylinder EcoBoost engine. The Mustang is slightly less expensive than other brands, with the manufacturer’s suggested retail price starting at $23,600 compared to the Dodge Challenger at $26,995 and the Chevrolet Camaro at $23,705. Unlike many of the other muscle cars in the industry, the car was redesigned to appeal to a global audience because of the modern design language and high fuel efficiency, according to wired.com. The new Ford Mustang is the most customizable of any other American muscle cars on the market.

Main IdeaWhat’s the principal benefit or single-minded proposition that will persuade our target?

The 2015 Ford Mustang remains trendy while paying tribute to its history, efficiency, and power throughout 50 years of production.

Supporting FactsWhy should they believe the main idea.

1. The Ford Mustang has customizable features to make the car as efficient or fast as you want it to be2. The Ford Mustang has stayed true to its roots throughout all of its redesigns3. The Ford Mustang has a four-cylinder EcoBoost engine and produces the highest mpg of other competitors on the market4. All new mustangs produce at least 300 horsepower, with three engines to choose from5. The new Ford Mustang redesign extends across global markets

MandatoriesWhat are the things that must be included or observed?

New Mustang logo, 50th anniversary, high mpg and horsepower, history of the muscle car or its American roots