The Sauce – 30/04/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

By Ashleigh Morris, our Content and Comms Lead.

Welcome to ‘The Sauce’ – your dollop of marketing news from the past week.

This week we’re talking about Ford’s new ad campaign, the use of AI in marketing, and Toolstation’s latest loyalty scheme.

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Ford CMO Makes Her Mark in Debut Ad Campaign

Ford has launched its first brand campaign with new global CMO Lisa Materazzo in the driving seat. The ‘Freedom of Choice’ campaign aims to showcase the brand’s vehicle range and appeal to a new generation of Ford fans.

The automotive industry continues to go through unprecedented levels of change, with the move to more sustainable vehicles, electrification, and increased driver aids. But it’s fair to say the result has been a lot of ads that come across a bit samey, with the focus largely on electrification.

The ‘Freedom of Choice’ campaign features several video ads: ‘Get Things Done’, ‘Starting Line’ and ‘Power To Do’. It puts the focus firmly back where it should be – on the customer. While the videos are product-focused, demonstrating the brand’s line-up of traditional petrol and diesel models as well as electric and hybrid vehicles, they are inspirational and relatable, showcasing the vehicles being used for a variety of activities from work and the school run to off-roading, towing and racing.

The videos are short and impactful – designed to work across all channels. They’re cinematic and inspiring for the big screen and, at just 30 seconds in length, short enough to work on digital channels. Sometimes going back to basics is what’s really needed to make an impact.

We look forward to seeing what Ford comes up with next, and how automotive marketing adapts as the sector continues to evolve.

It puts the focus firmly back where it should be – on the customer… The ads are inspirational and relatable.

How Marketers Are Using AI

Research has found that over half of marketers (54%) have used AI in their current role, up from 37% just a year ago.

22% say they use it multiple times a day and 25% report using it several times a week.

The research from Marketing Week found that marketers are the most likely to be using AI among professionals, followed by those in the tech industry at 39%, and education at 22%.

The release of the stats coincided with research from Dove which found that by 2025, 90% of content people see online will have been generated by AI. In light of this shocking stat, the brand has pledged never to use AI in its ads, as it celebrates 20 years of its ‘Real Beauty’ campaign.

I asked our strategy director James for his thoughts on the use of AI in marketing. He said: “It stands to reason marketers are going to adapt to the use of AI – in such a rapidly changing industry we’re constantly adapting to new channels and tools, and AI is part of that. It definitely has its place, but Dove’s research and campaign highlight the need to exercise caution.

“As a marketer using AI, have you considered your brand and how you can remain authentic? AI is a great tool to use as a starting point and to sense check material, but ultimately consumers need to believe in your brand and what it stands for. Dove is a perfect example of a brand who knows what they stand for and are making a clear stance to maintain creditability with their audience as part of their long-lasting ‘Real Beauty’ campaign.”

AI definitely has its place, but brands need to exercise caution… Consider how you can remain authentic.

Toolstation Trials Timely Transactions

Toolstation has launched a new promotion, incentivising buyers to shop early in the morning to pick up a bargain.

The retailer of tools and building supplies is offering 10% off all in-store purchases for customers who are members of their Toolstation Club. The catch? The offer is only available between 7am and 9am on weekdays. The ‘Rise and Save’ promotion will run until 3rd May.

We’ve talked a lot about loyalty offers recently but this is the first example we’ve seen of a retailer offering discounts at a fixed time of day. Reminiscent of the ‘Happy Hour’ deals familiar in bars across the country, this is a clever way to incentivise customers to head to their local store at what’s likely to be a quiet trade time.

As an in-store only offer, it also encourages those who may have otherwise shopped online to head to their local store, where they are more likely to purchase additional products. It’s also likely to encourage others to sign up to the scheme, and ensure existing members scan their card at the point of sale, providing Toolstation with further customer data for targeted offers and comms.

In keeping with a customer-first approach, it’s likely to work out well for tradespeople too, enabling them to get the tools they need at a discounted rate ready for their working day.

We love seeing the loyalty schemes businesses are coming up with and this is a timely reminder to think outside the box and consider what works for you and your customers.

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Contact us on hello@awesomesaucemarketing.co.uk to find out how we can support your business with a client-centred marketing approach – building trust and loyalty.

You can check out previous editions of ‘The Sauce’ here.

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