Ford Ka targets youth audience as they 'have fewer credit problems'

by Joe Thomas, Marketing 09-Dec-08, 08:30

Ford is putting mobile marketing at the heart of a campaign designed to attract young drivers to support the launch of the new Ford Ka because it believes that 18-25 year olds, unburdened by credit problems, have a higher disposable income.

The marque has launched its first 3D interactive mobile phone campaign for the ‘Find It' campaign, created by Wunderman, which aims to create aspiration around the brand before its official launch in January 2009.

According to the company ‘It's the first ever campaign in mobile marketing, by an automotive brand, to use augmented reality...[which] is a field of computer research that deals with the combination of real-world and computer-generated data, where computer graphics objects are blended into real footage in real time.'

Direct packs have been created by youth experiential group Don't Panic, and will be distributed in bars, clubs, fashion boutiques, universities and at music events. The packs contain QR code stickers, which by using a wap link through a camera phone projects a 3D Ka onto the screen, available in three designs.

Users, by moving their phone at a particular angle will reveal a URL: GoFindIt.net. From here an application takes the user over interactive sites containing films, ambient and photos.

Nick Agha, founder of Don't Panic commented: 'Ford obviously realises that in order to attract potential customers its cars need to engage and be integral within the social and cultural environment and appear as more than just a straightforward product.'

Ford, it would seem, is taking a high tech approach to engage an audience which is notoriously difficult to target although could be increasingly profitable.