The activity, devised to prompt people to , is being targeted at a broad brush of people -- from first-time buyers and families looking for an affordable and cheap-to-run car, to thrifty pensioners.
The ECOnetic-badged cars, which appear on models including the Fiesta, Focus and Mondeo, give low CO2 emissions, high levels of fuel efficiency and significantly lower rates of car tax.
The ads are appearing across variety of websites, including the automotive sections of national newspaper sites such as Times Online, Telegraph.co.uk, and search engines Yahoo!and Microsoft.
Wunderman has produced a number of creative executions -- one banner ad allows users to use their mouse cursor to manipulate the air flow surrounding a car, illustrating the aerodynamics of the vehicle. Another lets users spin a variety of wheels to demonstrate the benefits of low-resistance tyres.
The campaign includes an email element -- recipients will receive a message with the location of their home pinpointed on a Multimap and a circle around their address illustrating how far they could travel on a single tank of fuel.
Visitors to the microsite can also enter the details of their existing car and will be told how much they can save by buying a new ECOnetic Ford.
Nigel Edginton-Vigus, a creative director at Wunderman, said: "The substance behind ECOnetic provided us with some terrific benefits to dramatise.
"By providing practical, authentic demonstrations and straightforward explanations, we've delivered a creative and compelling campaign that's as far away from 'green-washing' as you can get."
The media space was bought by Mindshare.
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