(changed subj. to reflect content)
Charles said:
In seeing the add on tv a few weeks ago,
all I could think was that some kid at
JWT (I'm assuming...) has a big
old grin on his face because he was able
to push his idea through the tube!!!!
"I'm the one who got detroit techno on tv".
I dunno why I didn't chime in on this weeks ago or whenever this all
started...
I work for a marketing company that handled part of the Ford Focus campaign
last year. and I think I can give a little insight into all this as well...
This ad campaign isn't an isolated phenomenon.
IE: there isn't one young guy or girl at the ad agency that came up w/this
as his "baby""
This is part of an extended campaign to market this car to "Gen Y" 18-24
year olds. It has been going on since the Focus was introduced. In fact,
Ford created the Fcous to have a product to market to this demographic.
With this latest effort, Ford is trying to pin down an increasingly hard to
pin-down youth market.
Last spring, Ford (through Spin magazine) contracted the street marketing
company I work for, Ground Control, to promote the car.
This included distributing thousands of custom made Ford Focus lollipops
(yep) at raves, record stores, and anywhere else YOU hang out.
They hire companies like Ground Control because those companies know where
you are, Ford doesn't. It's a decent side job, but one I don't take hella
seriously.
In any case, I can say with some confidence that large corporations like
Ford don't usually choose their ad campaigns at the whim of some "kid" at
the agency.
Everything - from the design of the product to how it is promoted, marketed
and advertised - is researched and coordinated to maximize the desired
result: selling it to the consumer.
This particulr (Det Tech) advertising campaign is part of a salvo of youth
oriented campaigns, which fetaure a variety of interests and youth cultures,
from extreme sports to "young country".
_____________________________________________________________________________________
Get more from the Web. FREE MSN Explorer download : http://explorer.msn.com
