Ford Fusion: It's In the Game
Media: Electronic Arts
Research: Frank N. Magid Associates, Interpret Research LLC, Say.so
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) and expanding beyond mass-marketing mediums. With the launch of their redesigned 2013 Fusion, Ford was keen to create a high-impact campaign that would increase brand rating & purchase consideration. Additionally, Ford was looking to leverage a partner that could offer real value to consumers.