In a forum on Brand Republic I’ve found an excellent thread talking about the worst campaigns of all time. The discussion is interesting, people is quoting Ford, Hoovers and DaimlerChrysler with Celine Dion. I can think about 3: in december 2002 the launched an impressive campaign in Italy, but they didn’t have any shop or retailer ready to sell their products. They were good in building curiosity, but they didn’t give people the possibility to actually buy the product, so potential customers lost their interest and soon forgot about 3′s offer. A true waste of money.
Ford has launched a mobile marketing campaign in the UK to promote its car �KA�: this month they will be sending postcards to consumers with a unique SMS codes on them. As Revolution Magazine explains, The code will be the key to enter a competition and win a shopping week-end in New York or a few shopping vouchers to spend at French Connection.
MediaPost reports today about the recent Ford F-150 truck online campaign. According to Nielsen/Netratings traffic from home to Ford jumped 72% to 842,000 unique visitors, thanks to the heavy advertising on MSN, Yahoo! and AOL. Masha Geller says this has been a successful campaign… Well, I do agree that traffic is important, however I believe that, in order to evaluate the results of this online effort, we should better look at other data, not mentioned in the article, such as the number of people that have signed up to receive further information on the vehicle, or have booked a driving-test.
It seems like automakers believe in the Internet potentials to increase brand awareness and indirectly to generate more sales. In these days I’ve found two articles talking about Ford and General Motors efforts to take advantage of the Web to regain market share. On iMediaConnection Sara Wilson talks about “All new 2003 Ford Expedition” a new campaign created to draw attention and make people interact with the brand. The campaign has been run with different ads and features on the three world’s main portals: Yahoo! Msn.com and Aol.com because, as Kristen Bergmann, Digital Media Director and Senior Partner at J. Walter Thompson explains:“We felt that we would reach most of the Internet population if we were to choose these three [portals], and they all happened to be existing partners of ours that we knew could deliver”.
On the other side we have General Motors who has just launched an online banner campaign to drive qualified traffic to the newly relaunched GMBuyPower.com. As DMNews reports, Flash-enabled banners have been developed by Zentropy Partners, with skyscrapers, horizontals and standard formats in different sizes and 120 creative executions. And Steve Woolford, executive vice president and worldwide managing director at Zentropy explains:“The beauty of this advertising is that it links up that part of the BuyPower site that most people are interested in. If someone’s not considering a GM vehicle, it’s silly to give them the tool to shop. If they’re not aware, we must make them aware. If someone’s not considering, we must make them.”
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