Live it – Literati literally love it

Melbourne, Australia: The Ford "Live it" campaign, featuring actual Ford employees, has captured the imagination of a media-weary audience.

Sydney research firm, Kaleidoscope, has recently found a renewed passion for Ford featuring in its quarterly Heartbeat survey.

The survey gauges advertising effectiveness by attracting consumer feedback on ads, rather than asking them to make a choice between a predetermined selection of similar products. Strongly reoccurring preferences are labeled 'hotspots'.

Respondents are not limited to product type, value or any other condition when offering their opinions. The only criteria for nominating an ad are personal preference.

Kaleidoscope Research Director, Bob Marjenberg, stressed that, "The hotspots are not selected by the researchers but nominated by the consumers, and the 'Live it' campaign was one of the most nominated."

The most jaded and discerning audience is the group the agency has dubbed "the literati". These 18-30 year olds are a well-informed, critical, audience. Their high level of advertising and marketing literacy makes them the most elusive consumer group to empathize with.

The Heartbeat survey results were particularly gratifying because "Live it" rated highest amongst this media weary group. Brands such as Nike, Sony and Pepsi are more usually associated with the literati preferences.

Production lines, gray factories and faceless multi national companies dominate the literati's perception of the motor industry. In Ford's case this perception is being dispelled by the "Live it" campaign.

In its place was the understanding that Fords are made by real Australians with passion and enthusiasm for their jobs. It is significant that the literati felt 'Live it' clearly expressed that Ford harnessed its employee's passion, rather than exploited it.

Instigator of the campaign, Ford General Manager Marketing, Holly Kramer, was quietly pleased at the result. "We worked hard to get across to both car buyers, and our own people, that we were a company of passion." she said. "Ford has always had a reputation as a reliable, honest, company but I think we forgot to tell people just how much we love what we do here. 'Live it' has obviously struck a chord."

Kramer noted that, "Research like this is very important as it is often one of the few means we have of determining if we are getting our message across. With brand positioning advertising, it's very difficult to quantify results because it's hard to equate positive impressions to actual sales. But when consumers offer unsolicited responses like this, it tells us that we are definitely making an impact."

With two new "Live it" spots to air later this year, and the introduction of the Ford Tickford Experience dealerships, Heartbeat's literati can look forward to more proof that Ford people are passionate about their work.