PCGCampbell Ford Hybrid Patrol

As rising gasoline prices created a storm of interest in fuel-efficient gas-electric hybrid vehicles in the fall of 2005, the Toyota Prius stole most of the thunder. Also circulating among the public were misconceptions about how hybrid vehicles work and the gas-saving and environmental benefits behind the technology.

In this context, Ford Motor Company needed to demonstrate its hybrid leadership – it had, after all, the only two gas-electric SUVs in the marketplace at the time.

Ford asked PCGCampbell to develop a 12-city grassroots media blitz promoting the launch of the Mercury Mariner Hybrid, Ford Motor Company’s second hybrid SUV behind the Escape Hybrid.

Ford hybrid engineers would serve as spokespeople, educating consumers via their local media on separating the realities from the myths about hybrids, starting with why the hybrids received better mileage figures in city driving than on the highway.

To best dramatize the benefits of hybrid vehicles, PCGCampell enlisted the help of police officers in 12 cities. Officers would attend Hybrid 101 seminars held by Ford engineers and compete in a fuel-economy competition. Each department was entered into a drawing to win a new Mercury Mariner Hybrid.

To connect Ford and its message to the public, officers driving “Hybrid Patrol” vehicles pulled over drivers and cited them for smart, fuel-efficient driving. TV cameras rolled as the faces on “ambushed” drivers went from shock to joy as they were rewarded with BP cards good for free gas.

Ford Hybrid engineers interacted with more than 2,800 police officers and consumers through clinics, competitions and gas-card distributions. Media coverage garnered 355 total hits in local print, online, television and radio outlets. The tour averaged four radio interviews, nine television features and 15 print articles in each city.

For the Hybrid Patrol Tour, the Automotive Public Relations Council (APRC) honored Ford and PCGCampbell with a gold award for outstanding achievement in media relations. The Hybrid tour also won a silver award in the Mobile Marketing category from Corporate Event Magazine and an Award of Honor from the International Association of Business Communicators.