Campaign of the Week: Ford Blind Spot Ad Uses Interesting Format

As technology evolves, consumers have seen a lot of new and interesting features in the automotive industry. But in some cases, it might be difficult for consumers to understand those features without seeing them in action. That’s what Ford hopes to accomplish with a new ad that uses a vertical format to show off its blind spot alert feature. So what do consumers think about the Ford blind spot ad? We asked about 900 respondents about their thoughts on automotive brands and then tested the ad’s impact among potential buyers.

ford blind spot ad

Automotive Consumers

In Ask Your Target Market’s latest survey, 71% of respondents said that they currently own or lease a vehicle. And another 7% have had vehicles in the past. Of those respondents, 47% said they have driven a Ford vehicle at some point. And 20% currently drive Ford vehicles; only Chevy had more current consumers. Looking forward, 52% of respondents said they are at least somewhat likely to buy or lease a vehicle at some point in the future.

Ford Blind Spot Ad

Overall, 11% of respondents said they would be certain or practically certain about choosing Ford the next time they make a vehicle purchase. And 18% said it would be very probable. Of those who viewed the Ford blind spot ad, 9% said they would be certain or practically certain about choosing Ford for their next vehicle purchase. And 21% said it would be very probable.

In addition, 78% of those who viewed the Ford blind spot ad said they currently own a smartphone. And since the ad uses a smartphone screen to sort of demonstrate how the feature works, those respondents were a bit more likely to understand and see an impact from the ad. Of those respondents, 10% said they would be certain or practically certain about choosing Ford for their next vehicle purchase. And 24% said it would be very probable.

Brand Attributes

In general, respondents tend to see Ford as a brand that offers value, reflects the type of people they are, and is popular. Those who viewed the Ford blind spot ad were likely to rank the brand a bit higher in those areas. But it didn’t make a big impact on how people ranked the brand in terms of safety. Volvo and Subaru were the brands that were ranked most highly in that area.

ford topography

Key Takeaways

The Ford blind spot ad made a negligible impact on consumers’ plans for their next vehicle purchase. But it was a bit more likely to have an impact on smartphone owners. While the video uses the image of a smartphone screen to demonstrate the blind spot alert feature, it’s not necessarily a video that’s made specifically for mobile viewing. However, it could be beneficial for Ford to target the ad to those mobile consumers, or at least to those who are more likely to own smartphones. While those devices are certainly becoming more popular for a lot of consumers, if brands are trying to target a wide range of customers to demonstrate a new product or feature, using a smartphone screen or visuals related to those devices could potentially confuse or turn off those consumers who haven’t yet adopted that technology. So targeting ads to consumers with smartphones can potentially lead to a greater return for those campaigns.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Ford Flex by Michael Gil under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 9-15 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.