Ford Ramps Up Ad Campaign Promoting New Customer Rewards App

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Ford Motor Company is pushing its FordPass app with a new advertising campaign launching later this month. The “FordPass Built to Keep You Moving” campaign aims to increase awareness of the company’s new rewards program, which is designed to both ease the ownership experience while building up brand loyalty.

FordPass Rewards provides customers with points they can use toward vehicle purchases, maintenance and accessories. They earn points when they purchase or lease a new Ford vehicle, or spend money on servicing at a dealership. It is analogous to the frequent-flyer programs airlines use. The company launched FordPass Rewards back on April 2 and says it currently has about 1.5 million active members. Anyone purchasing a new Ford vehicle since April 2 automatically receives 42,000 points (this is roughly enough to cover a car’s first three service appointments, according to a company spokesman).

The Rewards tool is the newest enhancement to the FordPass app, which the company made available three years ago to let users monitor their vehicles, find parking spaces, and schedule service appointments. As currently configured, consumers can also use the app to remotely lock up their vehicle, call for roadside assistance, or even allow for Amazon deliveries.

The first ad in the “Built to Keep You Moving” series is already online, see above. Further radio, digital, social media and in-cinema components are coming later in June. The company says its media plan also includes radio, social, digital and cinema components, which will be released beginning later in the month.

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