Ford to pitch new Mustang customizer in Daytona 500 TV spot
Photo credit: FORD
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DETROIT -- Ford will highlight the customization possibilities available to Mustang shoppers during a one-minute TV spot to be aired during the Daytona 500 NASCAR race Sunday.
The ad, created by Ford's Team Detroit agency, features a shot of what appears to be a single Mustang running along the streets of Los Angeles.
As bystanders on the street watch, the car morphs, changing colors, trim and accessories until by the end of the ad, viewers have seen all four Mustang models: V-6, GT, Boss 302 and GT500 in a host of colors.
The slogan "Everyone has an inner Mustang" is featured.
"The ad was created to work with the success of our Mustang Customizer downloadable app, which allows everyone to create their very own Mustang, selecting colors, accessories and decals," Lee Jelenic, Ford car marketing communications manager, said in a statement.
The app can be used by serious customers or by anyone who is a Mustang fan, said Scott Kelly, Ford digital marketing manager.
Since Ford launched the app last fall, more than 4 million people have used it to build virtual Mustangs online, he said.
Ford officials could not say how many of those people converted their fantasy cars into actual orders. But all the paint colors and accessories that appear on the app can be ordered.
Ford officials say the customizer app has helped boost the popularity of Ford's Facebook page from 1.6 million fans when the app was launched to 2.6 million fans currently.
Ford -- facing competition from the Chevrolet Camaro and Dodge Challenger -- aims to pump new life into the Mustang for the 2013 model year with new engines and sport models ahead of a major redesign in several years.
U.S. sales of the Mustang slipped 4 percent last year to 70,438 units.
Ford introduced the Mustang Customizer last fall. The app currently features 2012 models. In about a month, the site will be converted for 2013 models.
The 2013 Mustang models go on sale starting in March.
You can reach Bradford Wernle at bwernle@crain.com.
