Ford Edge: Ford of Canada helps consumers stay on the Edge

[Edge Guide]

FORD OF CANADA HELPS CONSUMERS STAY ON THE EDGE

 

 

By Matt Drennan-Scace, FCN

 

TORONTO, Nov. 8, 2006 -- Do you remember the ever-popular contests run by radio stations where the last person with their hand on a vehicle drove it away? Ford of Canada has taken this time honoured competition to the online stage as part of their marketing strategy surrounding the all-new 2007 Ford Edge.

 

"There are a few new twists, but the basic elements of Ford's Stay on the Edge online contest stay true to the original," said Jeff Morton, eBusiness and CRM manager, Ford of Canada. "To win, your virtual character has to be touching the vehicle. The main attraction is that no matter how many times you get knocked off, you can easily get back on the Edge."

 

Consumers are driven to the website, www.stayontheedge.ca, through online advertising on www.canada.com, as well as through unique vignettes during hit programs Prison Break, Las Vegas and House on the Global Television Network.

 

In fact, Ford is the first company in Canada to utilize these unique vignettes to promote their product. The background environment in each sixty-second spot leads the viewer to momentarily believe they are actually watching the show. For example, during a commercial break on House, the viewer may believe that the program has started, but in reality they are watching a spot on the Ford Edge.

 

The lead in each vignette portrays a hero, who despite being at the top of his game, cannot figure out how to Stay on the Edge. At the end of the spot, viewers are directed to the website and challenged to try their luck at staying on the Edge, where an Apple iPod is awarded daily and one lucky individual will drive away an all-new 2007 Ford Edge.

 

"This revolutionary television advertising is coupled with our online and print ads, creating a truly integrated marketing campaign surrounding the Ford Edge," continued Morton. "And driving traffic to the site is just the beginning."

 

Once on the site, visitors are greeted by a picture of the Ford Edge populated with a mix of interesting animated characters. After signing up for the contest, their character makes its way onto the Edge in one of about six different ways - catapulted, dropped or parachuted just to name a few. The site is mesmerizing and can be watched for quite some time without getting repetitive. There are over forty ways to get pushed off the Edge, from being forced to walk the plank by a pirate to getting plucked off by King Kong.

 

As soon as you are knocked off the Edge, a notification is sent instantly by e-mail or text message, depending on the option you chose during signup. Replying "EDGE" to the text message or following the instructions of the e-mail will immediately put you back on the Edge, giving you another chance to win. Inviting friends to participate in the contest also increases your chances, but it also invites more competitors to Stay on the Edge.

 

For those enamored with the website, there are two fun downloads available. Currently, you can download a screensaver of the Edge covered in animated characters, and soon visitors will be able to download a desktop application, or "widget", which will show your current position on the Edge in real-time.

 

"Based on the success of our integrated Fusion advertising last year, we are expecting a big response to Edge," said Morton. "In fact, our goal is to more than double the consumer response."

 

The "Create a Reaction" advertising in 05/06 for the then all-new Ford Fusion generated over 78,000 online registrations. The Ford of Canada marketing team, working with Young & Rubicam, learned what could be improved and built on their successes to create this year's campaign, showing they know what it takes to Stay on the Edge in today's competitive marketing environment.