Ford of Canada promotes MyFord Touch system
By Adnews Staff
Ford of Canada has begun an out-of-home advertising campaign promoting its 2011 Ford Edge vehicle. The campaign makes use of storefront advertising displays that highlight the car's MyFord Touch feature, which responds to approximately 10,000 voice commands from the driver. When idle, the digital display alternates between an image of the car and an image of a pair of lips. Passers-by are invited to touch the screen to play a game during which they must "catch" voice commands that appear on the screen using hand gestures. The ad is currently located in the Commerce Court Path in Toronto. Additional installations will launch at the Yorkdale Shopping Centre in Toronto, the Eaton Centre of Montreal and Metrotown of Vancouver on Dec. 1. The campaign was developed by US-based Monster Media. "MyFord Touch is an interactive feature, so it makes sense for consumers to learn about it in an interactive way," said Jamie Rae, marketing communications manager at Ford of Canada. "It's also a fun and unique way to engage people."