reFlexions - Art Inspired by the Ford Flex Design

One of my biggest work projects over the past 3 months has been launching the all new Ford Flex. This is a completely new vehicle for Ford. It's classified as a 7 passenger Large Crossover. However, it's not your "typical" 7 passenger vehicle - this thing is COOL! It's got a distinctively boxy - low to the ground look that is different from any other 7 passenger vehicle on the road. One note - it's has class-leading 24 MPG fuel economy - very important to people these days.

I have had the opportunity to drive my Flex Marketing unit the past 3 months, and from my own experience, this is the best vehicle Ford has ever made. It handles like a car hooked to rails, it's got a really cool style, plenty of room on the inside with the ability to fold down the seats for utility purposes, and it's got some really cool technology like the next generation Navigation system and SYNC voice activated electronics system.

LAUNCHING THE FLEX - UN-CHARTED TERRITORY

Back in April, the Flex Brand team had a meeting with all the Regional Marketing Managers to talk about the "Flex Rules of Engagement" for the launch of this all new vehicle. The point being, we want to launch this vehicle as a completely new vehicle - and focus on all the technology, style, and features this vehicle has, without stereotyping the vehicle as a "minivan replacement" or an "SUV". So, this opens up the opportunity to do some really unique things to launch the vehicle

MIAMI FL - LAUNCH TARGET MARKET

Miami FL is one of those towns that sets trends. Trends in music, art, clothing design, nightlife, etc. PERFECT PLACE to launch the Flex. My job, working with the Brand Team, is to help Flex earn the respect of the "who's who" crowd in this upscale market, and make this vehicle relevent. If the 18-35 demographic falls in love with this vehicle, blogs about it, talks about it, creates that all important marketing buzz, then the 35-48 crowd who can afford it - and needs the 7 seats, will buy it!

reFlexions - Art & Design Inspired by Flex

The Brand Team from Detroit held a few initial launch events that were fantastic! These events really engaged the media and subsequently, we have had many positive articles written about the Flex. I challenged our advertising agency in South FL to come up with a local event that would build upon the Brand Teams work. They put together a fantastic event called reFlexions. They commissioned 5 artists to do a piece of art that was inspired by the design of the Flex. Their work was featured at a very exclusive event held in the Miami Design District. PLUM TV did a 3 minute feature on the event, which will be aired on their network in Miami for the next 3 weeks. Here is a link to the event - you may recognize someone who they mistakenly named "Rod". Funny - http://www.plumtv.com/video_player.php?video=miami_beach/09256_mb_ad_fordflex_08.flv