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The Lacek Group Supports Another Industry-Changing Loyalty Program with FordPass Rewards™


[MINNEAPOLIS, Minn., June 17, 2019]

The Lacek Group is proud to have worked with Ford to design and launch FordPass Rewards™ — the most comprehensive loyalty rewards program in the industry. FordPass Rewards began rolling out in April and now has almost 2 million active members.

The FordPass app had already elevated the ownership experience with a single mobile platform that enabled owners to lock/unlock their vehicles, find parking spaces, make service appointments and more. Now, FordPass Rewards adds an integrated loyalty platform that helps Ford owners earn rewards for their relationship with their vehicle and their Ford dealer.

One unique benefit of the platform is that all FordPass Rewards members who purchase or lease a new vehicle will be automatically enrolled in Ford’s new Complimentary Maintenance Program. Member accounts are pre-loaded with points that can be used to cover maintenance on their new vehicle for a worry-free start to Ford ownership. Members will also continue to earn points for making purchases at their dealer and participating in other activities using the FordPass app.

The FordPass Rewards program was designed to offer the most flexible rewards in the industry, so customers can also opt to save their points for other rewards — such as new tires or credit toward a new vehicle. In addition, FordPass Rewards members will have opportunities to take advantage of exciting experiences and special targeted sales and service offers only available through the FordPass platform.

Ford relied on The Lacek Group’s strategic recommendations to help ensure FordPass Rewards was informed by best-in-class loyalty programs from many different industries. The Lacek Group played several roles in the development of FordPass Rewards, including assisting with strategic program design, market research, financial modeling, communications planning, creative development, and orchestrating and implementing the launch framework.

“FordPass Rewards has been one of the most ambitious programs we’ve ever worked on” said Randy Gunderson, Senior Vice President of Account Services at Lacek. “There are a lot of partners and powerful technologies coming together in one program, so it was critical to make sure it would be simple and intuitive for the customer. And it’s inspiring to work with partners at Ford who have such a strong vision of what the platform should do for their customers.”

The FordPass Rewards platform is already off to a fast start. With nearly 100 percent dealer participation nationwide, FordPass Rewards is a vital new link connecting Ford customers, Ford Motor Company and Ford dealerships.

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About The Lacek Group

The Lacek Group is a pioneer in customer engagement and loyalty solutions at the intersection of brands, data insights, and creativity. For more than 25 years, The Lacek Group has built and optimized highly successful loyalty programs, customer-relationship management initiatives, and customer communications across all media for many of the world’s most respected brands. The agency’s clients include Marriott, Carnival Cruise Line, U.S. Bank, Enterprise Holdings (National Car Rental, Alamo Rent a Car, Enterprise Rent-A-Car), United Airlines, Ford Motor Company, The Home Depot and Dunkin’ Brands. The Lacek Group is a specialist brand company of Ogilvy. Learn more about The Lacek Group at lacek.com/about.


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