While Ford didn't reveal billings, it said the Asian-targeted blitz,which starts Dec. 24, will generate more than 32 million impressions. PanCom International, Los Angeles, handles the push.
Pair of remixes
The international star created two remixes of his hit "Forever," which will be featured on 30-second TV commercials that will run on cable TV stations geared toward the Asian community. The singer appears with the vehicle in commercials, targeted print spreads, outdoor and digital banner ads that aim to drive consumers to fordvehicles.com/asia. There, visitors can vote for their favorite version of the remix. Videos of Ahn Jae Wook recording the song are also on the site. Ford will announce and release the winning remix version in February on the website.
The media buy includes outdoor and digital kiosks in high-traffic locations, such as specialty grocery stores, malls and restaurants in targeted communities throughout Northern and Southern California. The automaker dubbed the Asian-American campaign "the largest digital media spend" of any carmaker targeting Chinese, Korean, Vietnamese and Pan-Asian audiences.
"The Edge customer is active, socially connected, and their tastes in music, style and technology have influenced the development of the Edge marketing campaign," said Dave Sanabria, the marketing communications manager at Ford who oversaw the effort.
Also targeting Hispanics
Ford Division is leaving no stone unturned for the vehicle's crucial launch, which includes separate Hispanic, urban and general-market efforts.
The vehicle's Hispanic campaign also starts Dec. 24 on Hispanic network TV and includes a mobile-marketing tie-in. Ford will offer exclusive downloads of two Beyonce "Spanglish" ringtones on Univision.com and a sweepstakes to win tickets to her Mexico City concert. The blitz, from Zubi Advertising, Coral Gables, Fla., includes in-cinema ads, print and outdoor graffiti murals in urban areas. The Edge will be integrated into several network TV shows, including "Sábado Gigante," "Belleza Latina" and "Vas o No Vas."
And, for the first time, Ford will make Spanish-language vehicle brochures available on FordEnEspanol.com.
Online push under way
The automaker's general-market effort for the Edge started online this week -- the vehicle is the sole sponsor of fordedge.msn.com, a website where visitors can find cool things to do in 25 cities. The automaker hopes to attract social-minded, 30-something consumers to the community-style site. WPP Group's JWT, Detroit, worked with MSN on the blitz.
Ford's urban effort breaks today on radio in a partnership with Kelis. The hip-hop singer created a new song, "Push It to the Edge," which will break in a TV spot later this month. Kelis also appears in targeted magazine ads and will play a role in various Edge sweepstakes starting in February on radio programs "The Steve Harvey Morning Show" and "The Tom Joyner Morning Show."