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Ford Tries 'Bold Moves,' Online and Offline

It's certainly time for some bold moves by struggling U.S. carmakers, and Ford is hoping that making "Bold Moves" its tagline to replace "Built for the Road Ahead" will get buy-in from the targeted consumers - "not just a demographic…[but] more of a mindset and lifestyle," according to Ford. Click Z writes that Ford is accordingly re-launching and will debut an online documentary series this summer. The initial spend is reportedly around $50 million. Ford worked with agency of record JWT, Detroit and New York, for the effort.

To drive traffic to the revamped site, the company will place roadblocks, beginning May 4, on AOL, Yahoo and MSN. It is also developing an online video documentary series about behind the scenes at Ford, including decision-making meetings.

Ford is also considering a reality-TV-style program of behind-the-scenes stories of vehicle design and development. TV spots will appear on high-profile properties throughout the year.


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