FORD AND MARKETING PARTNERS LAUNCH FOCUS LIVE CAMPAIGN
By Adnews Staff
Ford Motor Company and its marketing partners J. Walter Thompson, UniWorld Group and Zubi Advertising are launching a large live television campaign for a small car, the Ford Focus. The campaign includes more than 60 live television commercials that will be aired over the next six months featuring comedienne Annabelle Gurwitch, host of television show "Dinner & A Movie". Gurwitch will be seen traveling around the country showing off a Ford Focus. The first three live commercials will debut September 9 during the MTV Video Music Awards. Additional live spots are scheduled to run through March 2000 on network prime-time programs. Internet versions of the live commercials are also being launched, featuring a behind-the-scenes look at the set. The "Focus Live" campaign is targeted to the Gen X and Echo Boomer market. Gen X'ers are typically considered to range from 20 to 35 years-of age, while Echo Boomers are seen as being 19 years-old and under. Bob Rewey, group vice-president of marketing, sales and service at Ford, noted that these are the two age groups that will be entering the new vehicle market in the next two to three years. The campaign aims to reach consumers in the four key areas of sports, fashion, music and entertainment. The live television commercials will be supported with urban billboards and radio ads created by UniWorld, extensive Internet promotion, as well as a separate Hispanic campaign developed by Zubi Advertising of Miami. The Ford Focus is available as a coupe, sedan or station wagon and goes on sale in the United States in September.