The car maker is launching direct response banner ads created by its agency, Wunderman, to inform consumers of the scheme, involving a discount of £2,000 for owners of cars over 10 years old.
The ads will appear on high profile motoring sites encouraging people to find out more about the scheme by visiting the www.ford.co.uk/scrappageincentive website.
Wunderman's digital creative team produced three different executions using the latest Flashtalking technology.
The treatments use instantly recognisable features of old cars -a worn handle that winds down the car window, a grubby glovebox full of old cassettes and an exhaust which back fires emitting clouds of black smoke.
Sites on the media schedule include The Times, The Telegraph and Haymarket's What Car? Site.
To ensure speed to market with news of the scheme, Wunderman used Flashtalking technology to make real time copy and image amends. "This flexibility was an essential tool in the marketing armoury to ensure the announcement details were communicated through the advertising," a statement from Wunderman said.
The scheme will be available to the first 300,000 claimants or until March 2010, whichever is sooner.
There was disappointment that the Government will not be contributing the entire £2,000 discount, instead asking car makers to contribute half of this.
At the same time Ford dealers are aiming to help customers through the scrappage process, if required, from claiming the incentive on a customer's behalf, right through to arranging to have the vehicle scrapped.
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