Ford is highlighting the benefits of its ECOnetic range with a new digital marketing campaign, just launched and created by Wunderman.
Ford vehicles are renowned for their driving dynamics, as well as being economical to run. The ECOnetic range takes this further, offering even better fuel efficiency and lower CO2 giving customers significant tax savings and lower fuel bills.
Campaign media therefore includes motoring and environment related pages of sites including Telegraph, Times and MSN.
Maximising the file size capabilities of online media has enabled some innovative creative executions. For example, banners show smoke trail airflows that can be altered by the viewer to dramatise the importance of aerodynamics and people can spin a series of wheels to see the benefits of low resistance tyres.
There’s also an email, sent to customers and prospects, which maps their location to highlight the distance they could travel on one gallon of fuel.
The advertising and email drives traffic to a microsite www.fordeconetic.co.uk with more highly interactive examples of the benefits:
- A rolling road demonstrates the outstanding 88.3 mpg of the market-leading Fiesta ECOnetic
- A wind tunnel highlights the aerodynamic improvements within the range, showing how the cars deliver greater fuel efficiency and lower CO2 emissions
- A cost calculator provides comparative savings on road tax, fuel and CO2 emissions if they switch to a Fiesta, Focus or Mondeo ECOnetic
Nigel Edginton-Vigus, Creative Director at Wunderman said, "The substance behind ECOnetic provided with us with some terrific benefits to dramatise. Practical, authentic demonstrations and straightforward explanations were our starting points for a creative and compelling campaign that’s as far away from ‘green-washing’ as you can get."
You can view the online media here:
- How far can you go on a gallon of fuel?
- The importance of aerodynamics
- Lower rolling resistance tyres means less fuel used
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