FORD TRUCKS AND THE HOME DEPOT HELP CUSTOMERS SEIZE THE SUMMER AT DEALERSHIPS AND STORES NATIONWIDE
* Built Ford Tough trucks are giving do-it-yourselfers another great reason to "Bring it Home" – buy a Ford truck, and get a choice of one of five no-charge gift packages from The Home Depot valued up to $870.
* Customers also can Get in the Game by entering a sweepstakes for a chance to win a Ford F-150 SuperCrew Lariat 4x4 or a $10,000 gift card from The Home Depot.
DEARBORN, Mich., May 27 – When contractors and do-it-yourselfers visit The Home Depot this summer, they will see a different kind of tool on display as they shop for what they need to get the job done – a Ford F-Series. Now, when customers buy a new Ford pickup, they may choose one of five Home Depot gift packages valued up to $870 at no extra charge. It’s part of a summer campaign that gives truck buyers another great reason to choose America’s best-selling truck line and "Bring it Home."
Retail customers who purchase or lease a new 2005 Ford Ranger, F-150 or F-Series Super Duty are eligible to receive a home improvement package from The Home Depot. Customers may choose from the following:
* Outdoor Living Package – includes a Weber Silver Series B Genesis grill, grill cover and grill tools
* Power Package – includes a RIDGID 18-volt combo kit with a hammer drill, circular saw, flashlight, dual port charger and heavy duty case, plus a 12-volt power ratchet driver and a corded ¼ sheet pad sander
* Garage Storage Package – includes a Husky garage storage system: three 24" wall storage cabinets and three 24" base storage cabinets
* Outdoor Maintenance Package – includes a Husky power washer, Toro multifunction trimmer, Toro edger attachment, Toro pruner attachment and Toro blower attachment
* $500 Gift Card from The Home Depot
In addition to The Home Depot gift package, customers also will benefit from the following when purchasing a Ford truck:
* 2005 Ranger – 1.9% APR financing or up to $1,500 cash back
* 2005 F-150 – 1.9% APR financing or up to $2,000 cash back
* 2005 Super Duty – 0.9% APR financing or up to $3,000 cash back
The Built Ford Tough Truck and The Home Depot national sales promotion runs through Aug. 1 at more than 3,800 Ford dealerships in the U.S., and will include a prominent Ford presence at more than 1,600 The Home Depot stores nationwide.
"Ford Tough Trucks and The Home Depot are both leaders in their own right," said Ford Division Truck Group Marketing Manager Doug Scott. "F-Series is the best selling truck in America for 28 years running and The Home Depot is America’s largest home improvement center – and our products are extremely complimentary. Given that "do-it-yourself" customers are 43 percent more likely to purchase a pickup truck than the average person, this relationship is a natural."
"Through this campaign, we can extend our previous marketing relationship with Ford, as well as provide a greater incentive for our customers," said Roger Adams, senior vice president of Marketing, The Home Depot.
Get in the Game
The integrated Ford Truck and Home Depot marketing promotion also includes a sweepstakes for a chance to win a Ford F-150 SuperCrew Lariat 4x4 or a $10,000 gift card from The Home Depot. Customers also will be able to go online to instantly win a $25 Home Depot gift card. Those who provide five additional contacts may enter the sweepstakes again.
"The ‘Bring it Home’ campaign is an incredibly comprehensive marketing initiative that builds on the strength of both our brands," said Phil O’Connor, Ford F-Series Super Duty brand manager. "Partnering with Home Depot allows us to significantly extend our marketing reach and deliver an even greater value to our customers."
A Relationship that Builds on Capability
This summer won’t be the first time for customers to see a Built Ford Tough F-Series at their favorite home improvement retailer. Ford and Home Depot teamed last fall for more than 380 events during a Monster Monday regional promotion introducing the Next Super Duty. The program generated more than 30,000 leads and 7,000 test drives of Super Duty trucks.
The ‘Bring it Home’ promotion extends the alliance in a national campaign that allows both companies to tap the synergy between the brands and provide even greater value for customers.
Campaign Highlights
Ford Truck and The Home Depot’s "Bring it Home" national sales promotion runs May 25-Aug.1 and includes the following marketing and communications efforts:
Broadcast Media
* Network and cable TV (Tier I and Tier II)
Print Media
* National weekly magazine print ads (ESPN, Sporting News, Sports Illustrated)
* Major market newspapers (full-, half-, and quarter-page ads)
CRM/ Direct Mail
* Ford Consumer Trac Campaign
* Ford Customized Brochure
* Home Depot credit card statement inserts
Digital
* On-line in-market banners on AOL Autos, Car and Driver, Motor Trend, MSN Autos and Yahoo Autos
* On-line messaging on www.fordvehicles.com homepage, Ford Ranger, F-150 and Super Duty pages and fordenespanol.com
* On-line Home Depot homepage
* Home Depot E-blast promotion
Point of Purchase
* Ford in-dealership point of purchase materials
* Home Depot in-store circular
* Home Depot in-store point of purchase materials and F-Series display
* Home Depot to run a PA announcement on the promotion every 30 minutes
About The Home Depot
Founded in 1978, The Home DepotÒ is the world’s largest home improvement specialty retailer and the second largest retailer in the United States, with fiscal 2004 sales of $73.1 billion. The company employs approximately 325,000 associates and has 1,915 stores in 50 states, the District of Columbia, Puerto Rico, 10 Canadian provinces and Mexico. The company recently announced the creation of a business development operation for retail expansion into China. The Home Depot has been recognized by Fortune as the No. 1 Most Admired Specialty Retailer for 2005. Its stock is traded on the New York Stock Exchange and is included in the Dow Jones Industrial Average and Standard & Poor’s 500 Index
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures and distributes automobiles in 200 markets across six continents. With nearly 325,000 employees and 110 plants worldwide, the company’s core and affiliated automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive-related services include Ford Motor Credit Company and Hertz. For more information regarding Ford's products, please visit www.fordvehicles.com.