I’m convinced that authentic customer stories are the best way to convey the values and benefits of a product to others, so I paid attention when I read in today’s Wall Street Journal that Ford is using customer stories as the basis for their latest ad campaign. The Journal writes:
Starting Monday, Ford is launching a new chapter of its “Drive one” campaign, featuring 15-second spots using real customers talking about the “cool” features of their new Fords. It comes as the car maker plans to boost its fourth-quarter ad budget 10% from a year ago.
“It’s all about what real customers are saying,” said Matt VanDyke, Ford’s director of marketing communications. Ford will air 30 to 40 spots over the next 26 weeks that have a grainy, home-video feel. Mr. VanDyke said they are meant to showcase owners’ testimonials as “believable, honest and authentic.”
We’ll have to wait and see whether a “grainy, home-video feel” will convey authenticity or something else, but a move by a carmaker away from geek-speak to human-speak can’t help but be an improvement.
As far as stories go, the rawer the better in my mind. Take this example (previously blogged about here). The NFL, as part of its Super Bowl promos, solicited stories from its players and selected one to be featured during Super Sunday. Here’s the final video:
The NFL, back in 2007, also uploaded all the initial stories, told in the first person, directly to the camera, with no cutting, embellishing or actors impersonating college coaches. The polished ad is funnier and more creative. But the original is more authentic, and better, in my mind. (You’ll have to take my word for it on that account, as the nfl.com has inexplicably removed those videos from its website.)
Related posts:
Super Bowl stories
