Ford Fusion: It's In the Game
Campaign details
Agency: TDIMedia: Electronic ArtsResearch: Frank N. Magid Associates, Interpret Research LLC, Say.so
Background
Marketing in the automotive category is tricky – awareness around the launch of a new model can be accomplished via mass-marketing mediums (TV, print, online), but impacting consumer behavior can be difficult. Getting consumers deeper into the purchase funnel – and more immediately into dealerships – is a critical objective for Ford.
Business objectives and target audience
There was an opportunity to be more efficient with marketing dollars by further targeting key audience(s)...