FORD TAKES ITS TV COMMERCIAL TO ITS INTERNET SITE
By Adnews Staff
Oakville, Ont.-based Ford of Canada has redesigned its Web site so users can view an actual TV commercial on the site, while getting more information on the company's vehicles. The TV spot being use was created with the Canadian Tourism Commission. The commercial features three vehicles, the Windstar, Escort ZX2 and Mercury Mystique, traversing a map of Canada. Users can click on icons at the edge of the screen to access further information on what is being seen without interrupting the video flow. For example, during the commercial's driving sequence of the 1998 Ford Escort ZX2, things such as engine specifications, fuel economy data and pricing information pertaining to the sports coupe are available at the click of a mouse. The interactive video portion of the site was done by Digital Renaissance of Toronto. Ford originally tested the technology at the Canadian International Auto show last February. Since then, Young & Rubicam of Toronto has been doing research to help redesign the site. Other features of the new site include a Virtual Showroom where users can kick some virtual tires, and a buying Your Ford section where users can get information on dealership locations, Red Carpet leasing and rebates for recent college/university graduates. The At Your Service section provides information on such things as car care, warranties and roadside assistance. Ford originally launched its Web site last October. Its Web site address is <http://www.ford.ca>.