Ford Ares – a different car that has to be presented to the public in a “never seen before “ manner.We have seen many hatchbacks on indian roads before but Ares positions itself as a family car for those adventure freaks who would like to break out of the monotony of everyday life.Task at hand is quite a challenging one; A young, technically savvy target audience well versed with digital media had to be reached.
Developed by DreamWeavers Communications,the primary objective of the campaign is to spread an awareness and create an identity for this superior product thus aims at creating a category of its own.
Campaign designed to cut across typical steriotypical campaigns by the effective use of digital media and outdoor events to increase the customer engagement and at the same time position Ares in the minds of customers as a sporty hatchback;a segment which was never served before. Through this campaign Ford aims at challenging the traditional mindset that believes sedan is better than hatchbacks;Ares doesnt compromise on space,power,safety or performance
Targeting the “young at heart” with a happy-go-lucky lifestyle,the campaign is built around the themes “Freaks who love their family too” and “choose your role”.The target group for the car is allegedly not demographic based but mindset based: consumers who have a youthful approach to life. That’s why the agency is specifically asked to maintain a youthful and peppy feel throughout the campaign.
Since it aims at creating a category of its own,initial buzz and customer engagement in marketing campaigns is given prime importance.This is done by making customers the voice of the brand by sharing their experiences.A treasure hunt which would involve the use of all the media used in the campaign is expected to draw customers attention to all the media channels used.This one is an experimental venture by DreamWeaverz as it is first of its kind used in IMC which enables a 3600 engagement... [continues]
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