 Ford Motor Co. has partnered with South Korean actor and singer Ahn Jae
Wook to target Asian-Americans as part of its estimated $80 million
U.S. launch of the 2007 Ford Edge crossover. While Ford didn't reveal billings, it said the Asian-targeted
blitz,which starts Dec. 24, will generate more than 32 million
impressions. PanCom International, Los Angeles, handles the push.
The international star created two remixes of his hit "Forever,"
Pair of remixes
which
will be featured on 30-second TV commercials that will run on cable TV
stations geared toward the Asian community. The singer appears with the
vehicle in commercials, targeted print spreads, outdoor and digital
banner ads that aim to drive consumers to fordvehicles.com/asia. There,
visitors can vote for their favorite version of the remix. Videos of
Ahn Jae Wook recording the song are also on the site. Ford will
announce and release the winning remix version in February on the
website.
The media buy includes outdoor and digital kiosks in
high-traffic locations, such as specialty grocery stores, malls and
restaurants in targeted communities throughout Northern and Southern
California. The automaker dubbed the Asian-American campaign "the
largest digital media spend" of any carmaker targeting Chinese, Korean,
Vietnamese and Pan-Asian audiences.
"The Edge customer is active, socially connected, and their tastes in
music, style and technology have influenced the development of the Edge
marketing campaign," said Dave Sanabria, the marketing communications
manager at Ford who oversaw the effort.
Also targeting Hispanics
Ford Division is leaving no stone unturned for the vehicle's crucial launch, which includes separate Hispanic, urban and general-market efforts.
The vehicle's Hispanic campaign also starts Dec. 24 on Hispanic
network TV and includes a mobile-marketing tie-in. Ford will offer
exclusive downloads of two Beyonce "Spanglish" ringtones on Univision.com and a sweepstakes to win tickets to her Mexico City
concert. The blitz, from Zubi Advertising, Coral Gables, Fla., includes
in-cinema ads, print and outdoor graffiti murals in urban areas. The
Edge will be integrated into several network TV shows, including
"Sábado Gigante," "Belleza Latina" and "Vas o No Vas."
And, for the first time, Ford will make Spanish-language vehicle brochures available on FordEnEspanol.com.
Online push under way
The automaker's general-market effort
for the Edge started online this week -- the vehicle is the sole
sponsor of fordedge.msn.com, a website where visitors can find cool
things to do in 25 cities. The automaker hopes to attract
social-minded, 30-something consumers to the community-style site. WPP
Group's JWT, Detroit, worked with MSN on the blitz.
Ford's urban effort breaks today on radio in a partnership
with Kelis. The hip-hop singer created a new song, "Push It to the
Edge," which will break in a TV spot later this month. Kelis also
appears in targeted magazine ads and will play a role in various Edge
sweepstakes starting in February on radio programs "The Steve Harvey
Morning Show" and "The Tom Joyner Morning Show."
(Source: Advertising age)
|
