A Multimedia Escort JWT Combines CD-ROM and Internet To Attract Young Buyers to New Ford Coupe

By Tanya Gazdik

DETROIT–Ford Motor Co. is emphasizing interactive marketing in its campaign for the all-new Ford Escort ZX2 sports coupe in an effort to differentiate the model as more youthful and hip than the core Escort line.

A CD-ROM direct mail component and Internet advertising will be emphasized since the vehicle’s young target buyers gather much of their information from nontraditional sources such as the World Wide Web, said Brian Miller, Escort brand manager at Ford Motor Co. The ZX2 is aimed at buyers in their 20s and early 30s who expect their cars to have a responsive engine and a unique personality, he said.

Ford division agency of record J. Walter Thompson, Detroit, with Eagle River Interactive, Dallas, designed Highway ZX2, which Mike Gonyea, JWT executive management director, called a ‘Web-ROM’ site. Although the Highway ZX2 Internet site can be accessed without the CD-ROM (www.fordvehicles.com/ZX2) or through the Ford site (www.ford.com), the disc quickens download time and adds animation, full-screen graphics and video.

Ford partnered with Conde Nast Publications, which brought in Highway ZX2 sponsors, including Capital Records, Blockbuster Video, The Coffee Beanery and Lever’s Surf. They have banner ads on the site and links within their sites.

The ZX2 campaign also includes a 30-second television spot from JWT, themed ‘Grab life by the wheel.’ It broke earlier this month.

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