The ‘Find It' campaign, developed by Wunderman, comprises a web portal and two-stage direct mail campaign.
Ford is expected to launch additional offline activity including press ads in the run up to March, a peak car sales season.
Ford communications manager Lisa Brankin said Ford was spending a bigger percentage of its marketing budget online this year, despite ‘overall spend being adjusted'. ‘No one buys a car without looking online now.' Brankin said she expected the web portal to be a long-term focus, rather than existing for a short campaign.
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 campaign features a ‘Where's Wally?' style idea which encourages people to hunt down hidden images. The first creative execution is a die-cut pop-up postcard within which a number of Ka images appear, waiting to be discovered and ‘popped' out from the die-cut mailing piece.
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.
The second mailing comprises an A2 poster revealing a colourful, busy cityscape illustration within which the Ka's are waiting to be discovered.
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.
In the run up to the launch Ford Ka ran an augmented reality mobile marketing campaign to generate a buzz amongst its target audience and launch activity will continue with its use of mobile with activities supporting the launches of Ka across Europe.
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