Once again, Ford has won the Nielsen Automotive Green Marketer of the Year Award. This is the second year that Nielsen has tried to figure out which automaker is producing the most effective green message (which is, please note, quite different that producing the best green cars). National TV ads that had a "green" theme and were broadcast between October 2010 and September 2011 were eligible for Nielsen's award.
Nielsen's methodology to determine the winner combined a number of studies of various communication/entertainment channels, such as asking 5,400 people about their overall "perceptions of environmental messages by automotive brand," gathering data from 2.5 million TV advertising viewers and "measuring social media 'buzz' sentiment within green-related discussion threads." No, we're not exactly sure what that last item means, either, but the Internet is apparently a critical place. All it took to win was that "3 in 10 green-themed online discussions reflecting favorably on Ford." Um, congratulations?
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Ford Takes Home 2nd Annual Nielsen Automotive Green Marketer of the Year Award

Los Angeles, CA (November 18, 2011) – Ford rolled home with the 2nd annual Nielsen Automotive Green Marketer of the Year award, which was presented today at the Los Angeles International Auto Show.

Ford was recognized for its successful ad campaigns embedding MPG messaging across most of their creatives from product launches to sales events. This effort coupled with campaigns featuring real people helped significantly increase positive consumer opinions and purchase consideration for the brand. Ford's ad campaigns also helped drive positive online sentiment, with 3 in 10 green-themed online discussions reflecting favorably on Ford.

The Nielsen Automotive Green Marketer of the Year Award recognizes the brand that made the greatest strides in gaining consumer awareness and positively shifting consumer perceptions for the automotive industry's environmentally friendly initiatives. Other finalists for the award included Chevrolet, Honda, Hyundai and Toyota.

"Clearly the industry has made progress over the last year regarding their green marketing efforts and the results from all of our finalists demonstrate that they are listening and responding to the consumer's voice through product enhancements and messaging, said Lois Miller, President of Nielsen Global Automotive. "Ford, in particular, is keenly aware of the importance of green messaging in their ads and the corresponding impact these ads have on consumers' consideration to buy."

Methodology
To determine the finalists and winner, Nielsen leveraged three research studies to incorporate awareness levels and perceptions across media types. The studies included:

A custom survey of nearly 5,400 consumers' cross-media awareness and perceptions of environmental messages by automotive brand

Response data from 2.5 million viewers of national television advertising collected by Nielsen's ad effectiveness measurements service, focusing on green automotive ads

Measuring social media "buzz" sentiment within green-related discussion threads

Auto manufacturers that ran any national TV ads with "green" themes between October 2010 and September 2011 were eligible for consideration.

About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, The Netherlands. For more information, visit www.nielsen.com.


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    • 1 Second Ago
  • 41 Comments
      EZEE
      • 3 Years Ago
      Noz is not amused that Ford (Garbage!) won this... Although humorously, it is for marketing opposed to actual green car building.
      Marco Polo
      • 3 Years Ago
      Well done Ford! Although Ford Motor is no longer at the cutting edge of either Hybrid or EV technology, the Detroit Icon, has managed to survive the worst of the storm sufficiently to continue to employ hundreds thousands of Americans, and provide industrial employment in 32 other nations. (the profits are repatriated to dilute Ford's debt and defect currency losses). Ford's products certainly utilise as much 'green' technology as Ford can fund, and the market will accept. Ford 'Green' credentials are older than any other manufacturer. The Ford family, led by William Clay Ford jnr have been outspoken advocates for alternate fuel technologies, long before any other major Auto-manufacturers. Bill Ford remained a registered Democrat, until he became Chairman of Ford. (he feels the Chairmen of Major Corporations should be seen to be apolitical) . I find it incredible that US citizens should express such hatred (based on envy and spite) toward a US corporation upon whom so many American rely for a livelihood. In a nation of rising unemployment, Ford is hiring! But, who are these critics? Yep, the usual abusive rabble, Noz, DF, the curiously named 'Fordinsight', not one of these critters has ever built or created anything. None of these critics ever contributes anything meaningful, positive or valuable. I doubt whether any of them has even owned an EV. The usual, ludicrous, accusation that everyone who disagrees with their ignorant outpourings must be an employee or Ford (or some other major corporation) are quite actually quite correct! Without these major corporations, America would be completely bereft of employment. In that context, everyone's a Ford employee! Carlos Ghosen paid tribute to the Ford, and the Ford families significant contribution to R&D funding in US and European Universities and Institutes, which had played a major role in keeping the EV flame alive for so many years. Of course, to Noz and DF etc, he must be just another 'douche bag'! In contrast, Jim Smith, LTW, Ezee, and others, patiently put up with this nonsense. I congratulate them on their forbearance and tolerance.
        Noz
        • 3 Years Ago
        @Marco Polo
        Sounds like you and EZEE a monent together...would you two like a room? You can stroke each others egos all night long.... Then you can tell each other fairytales about Ford and GM being green, make each other smile, give each other high 5's and stare into each others eyes while you wallow over a Ford Excursion brochure... Plus, you can both ramble on your apologetic bullsh&t all night long unti you foam at the mouth...cause no one else is listening...lol.
          EZEE
          • 3 Years Ago
          @Noz
          I would be disappointed to learn that DF was Noz. Dan has been rational lately, and even smiles here and there. If Dan is Noz....the smile is fake and it is all anger and hate... I truly hope not.
          Marco Polo
          • 3 Years Ago
          @Noz
          @Noz, Y' know I think it's very suspicious that DF, hates his parents Ford Focus, (the reasons for that are either to Oedipal or simply because he was only ever allowed to sit in the back). Then along comes Noz with his maniacal rant, basically identical. 11,000,000 people purchased a Ford product last year. Nobody bought a 'Noz', ! Come back, when you achieve anything positive, (apart form envious abuse toward those who do actually achieve something!
        EZEE
        • 3 Years Ago
        @Marco Polo
        @Marco Your paragraph 3 - that makes me smile. We hear of the evils of corporations, their evil CEO's, and the evil of what they produce, then if they pack up and leave to go to places where they are welcomed with open arms, the same people who were enraged at how even they were, and now MORE ENRAGED that they left, taking 'their jobs' with them. The part on, 'we are all Ford employees' was pure gold. Wish I would have thought of that....
          Marco Polo
          • 3 Years Ago
          @EZEE
          @Ezee, 'The part on, 'we are all Ford employees' was pure gold. Wish I would have thought of that...." Fear not, my dear Ezee by tomorrow you will have, you will have... (Sheridan to Oscar Wilde) I thank you for your kind remarks, troll abatement is a thankless duty!
      invisibleblog
      • 3 Years Ago
      Wow, really? Ford?
      Smith Jim
      • 3 Years Ago
      I don't believe there will be a mass-produced and affordable FCV in my lifetime.
      Spec
      • 3 Years Ago
      A green marketer award just means you are good at blowing smoke up people's backsides. How about making really good green products instead?
        Smith Jim
        • 3 Years Ago
        @Spec
        Are these not really good green products? Fusion hybrid Escape hybrid Focus SFE and Fiesta SFE Ecoboost line of direct injected turbocharged engines including new 1.0 liter version Green Ford cars on the horizon: Ford Focus EV C-Max hybrid and C-Max Energi
          Spec
          • 3 Years Ago
          @Smith Jim
          The Fusion hybrid is good. I owned an Escape hybrid and it was crap. The Ford Focus electric is crap.
          EZEE
          • 3 Years Ago
          @Smith Jim
          Garbage! :D
          EZEE
          • 3 Years Ago
          @Smith Jim
          What was wrong with your escape?
      Noz
      • 3 Years Ago
      Well if you have enough idiots like EZEE out there not only working for Ford but cheer-leading for them, they're bound to win.....right EZEE?? Keep up the good work Ford...we need to Explorers, Expeditions, and Excursions...come on!!
        EZEE
        • 3 Years Ago
        @Noz
        I do not work for Ford, but have owned some (along with a Chevy and a Subaru). So lets see...if you own a Ford (Garbage!), then you are an idiot, doth say Noz, a person of quiet, open minded acceptance, and one who would never never hold someone's beliefs against that person. But, as Jim mentioned, in addition to the Explorer, Expedition, Excusion, along with F-250's, F350's, etc., (may as well have full disclosure), you also have the Fiesta, Focus, Fusion Hybrid, Escape Hybrid (which I had as well - have you owned a Hyrbrid, Noz?), and soon to have C-Max Hybrid, C-Max Energi, Focus EV. If you are going to discuss a company, why only discuss with hate? Why not point out the good? This would be the same if I were to berate Nissan for the Titan and Armada, while ignoring the Leaf. Since you ignore the good of Ford, and only focus on your own burning hatred of things you don't understand or disagree with (the true mark of a closed minded invidual), here are a few things I just looked up: Ford has the: Ford Volunteer Corps - Ford Motor Company has created brighter futures for thousands of people by using our hands and our hearts. We build, plant, clean, feed, mentor and support causes great and small, enriching lives and showing we care. Across the United States and around the world, Ford and its employees are working to create a better living environment for people and the places they call home. Conservation and Environmental Grants Ford's Fairlane Green Earns LEED Gold and Phoenix Award for Sustainable Redevelopment Over half of Ford's scientific laboratory research and development budget - approximately $125 million - is invested in environmental research annually. The company is investing more than $1 billion in its global Alternative Fuel Vehicle programme and emissions research over the next five years. Within Ford's Research and Product Development Centres, work is under way on 70 environmental research projects, and more than 2,500 Ford engineers are dedicated full-time to ensuring that Ford products meet and exceed both existing and anticipated emissions standards. Even Henry Ford was an environmentalist....In 1925, Henry Ford, the company’s founder, told the New York Times that “the fuel of the future is going to come from fruit...or from apples, weeds, sawdust...there’s enough alcohol in one year’s yield of an acre of potatoes to drive the machinery necessary to cultivate the fields for a hundred years.” The world’s petroleum industry, of course, went in another direction. If only people, who must have been just like Noz, had listened to Henry Ford, way back then... Also: In 1941, Ford exhibited the “Soybean Car,” a lightweight plastic-bodied experimental vehicle, at the Dearborn Days community festival in Dearborn, Michigan, where Henry Ford’s company was (and is) headquartered. The body of the car was reportedly composed of soybean, wheat, hemp (hey hippies - hear that - hemp)!
          Noz
          • 3 Years Ago
          @EZEE
          Of course you don't...... Working late tonight at the HQ?
          EZEE
          • 3 Years Ago
          @EZEE
          @Marco I actually did not know any of that stuff. All fun aside, with the exception of the Ranger I reference, the Festiva, and the Escape Hybrid, all of the other fords I have owned were company cars. I really don't work for Ford, but, did a bit of research at Noz's prompting. In this case, my research was only on the USA operations and didn't think of the euro stuff. Although didn't know about Bill Ford either. Whoa, just struck me...it sounds like, to me, he must feel like he has enough already, so is giving back to those less fortunate, and helping the environment! Sounds like he might be a better guy than Steve Jobs. Thanks for the Info. Always cool to learn new things.
          Noz
          • 3 Years Ago
          @EZEE
          POLO to the rescue...YIPPEEEE!!!
          Marco Polo
          • 3 Years Ago
          @EZEE
          @Ezee What an excellent response! In the 1950's Ford tried hard to push safety features in US cars, it failed drastically and Ford lost hundreds of millions. Ford UK wanted to produce a small electric 'Thames' van (based on the 1954 Anglia based Thames Van) 18 were produced, but they proved unsalable. (One sold recently at Auction (converted to lithium, for £17,245). Bill Ford Jnr, donates his annual salary, (and has for 20 years) to improving the lives of Detroit's poor and underprivileged.
          EZEE
          • 3 Years Ago
          @EZEE
          You can all thank Noz for that long post...
      Noz
      • 3 Years Ago
      Yes they are.... Watch the Mustang commercial and you'll realize that is EXACTLY what they do...deceive.... The only mileage rating that is flashed about 7-8 TIMES on that 30 second commercial is HWY miles..... For those who do live in LA (because the jobs are there), it is a concern...
      PR
      • 3 Years Ago
      So there is an official Nielsen Automotive Green Washer of the Year Award? Good to know.
        Marco Polo
        • 3 Years Ago
        @PR
        @PR Why the indignation? The Nielsen ratings are about advertising, not the veracity of the advertisers products or ideology!
      Ford Future
      • 3 Years Ago
      Ford is ONLY effective in Advertising. Their use of Highway Mileage is very deceptive. Especially, when Most Americans get City Mileage on the Highway, as most highways are Jammed with Traffic most of the time.
        Michael
        • 3 Years Ago
        @Ford Future
        I don't know what highways you travel on, but unless I'm trying to get into the city (Philadelphia) at rush hour or there is an incident on the roadway ahead (accident, roadwork, etc.), I have no problem getting near the EPA figures posted for highway mileage on my 8 year old Chevrolet Cavalier.
        Smith Jim
        • 3 Years Ago
        @Ford Future
        "...Their use of Highway Mileage is very deceptive..." Deceptive? How many people do you know who are stupid enough to not realize that all cars are rated for city and highway fuel efficiency? Do you think most people are too stupid to read the EPA sticker that's attached to every new car? It's standard practice for ALL automakers to advertise whichever mileage number looks better. Ford is absolutely not alone in this regard. "...most highways are Jammed with Traffic most of the time..." That's quite an exaggeration unless you live in a city like Los Angeles? If you live in L.A., you have my sympathies.
        Smith Jim
        • 3 Years Ago
        @Ford Future
        "...Their use of Highway Mileage is very deceptive..." Deceptive? How many people do you know who are stupid enough to not realize that all cars are rated for city and highway fuel efficiency? Do you think most people are too stupid to read the EPA sticker that's attached to every new car? It's standard practice for ALL automakers to advertise whichever mileage number looks better. Ford is absolutely not alone in this regard. "...most highways are Jammed with Traffic most of the time..." That's quite an exaggeration unless you live in a city like Los Angeles? If you live in L.A., you have my sympathies.
      EZEE
      • 3 Years Ago
      Everyone stop calling each other names RIGHT NOW! Don't make me come down there.
      Nick
      • 3 Years Ago
      How can Ford be the 'greenest automaker' when half its sales are due to F-series trucks with HUGE engines? They don't even have an EV.
        Smith Jim
        • 1 Hour Ago
        @Nick
        This thread might be dead but I feel compelled to reply to your comment, Nick. In a few short months Ford will be selling an EV. Ford offers a lot of different models from the fuel-sipping Fusion hybrid to the gas-guzzling F-350. If more people buy gas guzzlers than fuel sippers the responsibility lies with car buyers NOT with Ford. This applies to all full-line auto manufacturers. We are the problem not the automakers.
        EZEE
        • 1 Hour Ago
        @Nick
        nick...not greenest, but greenest marketing. Best advertisements....
      Smith Jim
      • 3 Years Ago
      When production of the C-Max Energi begins, Ford will be the only automaker to offer all three types of electrified vehicles, EVs, HEVs and PHEVs. Just sayin'.
        Letstakeawalk
        • 3 Years Ago
        @Smith Jim
        "...Ford will be the only automaker to offer all [EDIT] four types of electrified vehicles..." Don't forget the Ford Focus FCV! "According to Ford’s global fuel-cell team, the first generation Focus FCVs have lasted three times longer and worked much better than expected, with virtually no degradation in performance." "FCVs recently have been overshadowed by battery-electric vehicles on the way from a number of auto makers, including Ford. But Gerhardt says BEVs are not the ultimate solution to weaning America off its oil dependency. “For short distances, (BEVs) are ideal; for long distance, (it’s) hydrogen fuel cells,” he says." http://wardsauto.com/ar/ford_fuel-cell_test_100903/
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