Client: Ford Ka
Ford has launched this new 'Where's Wally' style TV campaign, which will also encompass digital, direct and mobile, as most car makers struggle to stay on the road as the recession takes hold.
The brand campaign aims to promote the new Ford Ka. The auto maker is expected to launch additional offline activity including press ads in the run up to March, a peak car sales season.
For the new site - www.gofindit.net - Ford partnered with Socialight to supply localised music and design content to show consumers what is going on around them across Europe and encouraging them to define Ka for themselves.
The postcard will be mailed to prospects as well as the people on Ford's database known to have expressed an interest in the new Ka.
Ford is also running a mobile marketing campaign through Nokia Interactive Advertising, which users can text to register for a test drive and receive a link to the mobile site, where they can find downloads and dealer information.