Ford is dedicating a lot of resources to engage consumers and to introduce the Fiesta in the United States. The car has been available in Europe for years. But when Ford decided to launch it stateside, the automaker was flooded with four thousand applications to become Ford Fiesta ‘agents’. Only 100 were selected for the Fiesta Movement to drive the car for six months and document their experiences. Ford provided each agent with a gas card to help offset some of the expenses.
Meanwhile, we will begin seeing television commercials promoting the new Ford Fiesta. When the commercials debut, the music will play a big part in establishing the Ford Fiesta brand. But will music help make the emotional connection with consumers?
Music Makes the Brand
MarketingProfs, a resource for entrepreneurs, small businesses and marketers, published an article in December that documented research on the importance of music in commercials to help define the brand. In the article, Ruth Simmons referenced a research study from the 1990’s which found that ‘consumers are 24% more likely to buy a product with music that they recall, like and fits the brand compared with 8% where the opposite applies.’
As a result, marketers are evaluating how the music of the brand connects and resonates with consumers. So, that becomes a tall order for accomplished musicians like LaShawn Gary of Chicago who was tapped by Ford to write a commercial jingle for the Fiesta.
Developing the Music Asset
Mr. Gary says he is honored to be selected to provide music for consideration by Ford marketers. A native of Detroit, he has several family members who have worked for the automaker. He studied music at Southern University in Louisiana, earning his undergrad and went on to pursue a Masters degree. Mr. Gary works as an educator in Chicago Public Schools, teaching music which is his first love. In his 17 year career, he has arranged and written commercial jingles for brands like Crest and Suave and collaborated with the legendary Four Tops on an arrangement for Happy’s Pizza.
After test-driving the Ford Fiesta, Mr. Gary stepped into his recording studio and began looking for sounds that represented what he felt when he drove the car. He thought about driving his Ford Fiesta along Chicago’s scenic Lake Shore Drive and from that came a nice urban beat.
Brian Hendrix is a product development engineer with Ford who is working with Mr. Gary on the creative process. “LaShawn was selected based on his proven musical ability and track record for completing projects,” he said. When Mr. Hendrix came to Chicago, he learned about a second jingle – a vibe that represents the emotional connection Mr. Gary drew upon as a father and husband.
According to Mr. Hendrix, the videos will circulate on Ford’s internal website, along with a longer version of each that captures Mr. Gary’s thoughts and motivations.
The Ford Fiesta Music Brand
Mr. Gary is among many musicians chosen to provide arrangements for the Ford Fiesta. Marketers at the automaker will undoubtedly review each arrangement and ask, “What does the Ford Fiesta Brand sound like?”
Given all the resources Ford has already dedicated to the Fiesta, the decision to get the right music is just as important as making sure the right images and messaging are conveyed to consumers. But as Ms. Simmons writes in MarketingProfs, “The time has come to let music play a real role in a brand’s equity.”
TaylorYou is written and managed by Cathy Y. Taylor, managing director for Vocii, LLC a brand consultancy that focuses on filling the gap between human resources, marketing and communications to align employee behaviors with company strategies. The Vocii mission is to help companies engage employees and customers in conversations that help to build long-term trust in the organizational brand.
Excellent post. Good job Cathy.
@HRMargo Margo Rose http://HRMargo.com
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Hmmm. The cornerstones of effective marketing are: product relevance and resonation (IMHO). As a musician the music score definitely caught MY attention (yup it was the hook that got me…!) I heard the mellowed vocal delivery of the 2nd clip and ACTUALLY wanted to hear the lyrics because of the smoothness in lyrical transition and articulation ABOUT the product without it sounding ‘corny’ or too ‘commercialized’….the tonal mixture (production) came off nicely. Now ALL that being said from a musician’s point of view. As a consumer, I’d have to admit that I was IMPRESSED that the Ford company would invest $$$ to tickle-tantilize MY EAR (and socio-musical sensibilities) with a melody that would naturally draw on my attention. Impressed. Not only was I ‘impressed’ with the subliminal notion of having content fashioned specifically for MY suitabilities, I was intrigued to examine all the OTHER products that FORD had to offer (honest). In short what happened was this: the clips made a connection with me (the music garnered my attention, to PAY attention to the commercial content) and the video content provided nice ‘eye-candy’ for me as well. Now, I personally like my vehicles BLACK and SHINY…but I was taken by the design of the product (which for a small vehicle isn’t so obvious with a black paint-job….larger vehicles ‘wear’ black better…IMHO! ) At any rate, the clips were TASTEFULLY affected and NOT over the top. The message was subtle, invitingly subtle because of the tonal arrangement and choice of affect. Ford apparently has the foresight and resources to leverage it’s market appeal by simply taking time to understand what ‘appeals’ to their target audience. A company that invests WISELY in the machinations of ‘market/consumer appeal’ , will avail MUCH in their profit margins..! Nice article (enjoyed the music/lyrics of that 2nd clip – polished and smoove!)
@Ulysses: Wow! I am guessing (and I know I’m right) that you are a musician with impeccable taste!
Seriously though, your observations are much appreciated. I’m sure that most musicians can sense the tremendous opportunity this project presents in trying to make sure the musical arrangement is closely aligned with the brand. Nice tip on the desire to hear more of the music/lyrics of the second clip. That was my favorite too.
“Impeccable taste?” LOL…! Hardly!! Mayhaps “eclectic” or “discriminating” is more like it. There’s certain sounds and tonal colors that I tend to bend towards…and this particular ad-clip touched on those chords (no pun intended, honest!) Thanks for having this forum/medium available so that ‘creative folk’ alike can have input or be expressive…!
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Hey Ulysses,
Thanks for all of the wonderful and positive feedback. You know, as musicians and composers we write and improvise to express our emotions in music from inspiration, experimentation and mood. Often times we’re unable to reproduce the vibe of those moments because they’re extemporaneous musical moments. Yes there are certain sounds and tonal colors that people feel and it’s great to know there’s someone out there that can feel the direction and melody of my musical quest. I really appreciate your comments from one musician to another.
No problemo – I enjoyed your work, and as a result peeped out the product – keep at it…The Heavenly Father has opened a door effectual for your talent/gift to supplement your musical endeavors with focus and direction – ENJOY THE RIDE and continue to be inspired (In Spirit) with the multi-colored palette that we musicians come to know as our ‘inner-ear’…that’s where ALL messaging begins! Peace & Blessings!