Project Objective
Drive traffic to mini-sites with relevant content for different audience segments.

Strategy
Ford Corporate featured many distinct lines of cars, from the blue-blood Ford brand to the safety minded Volvo to the upscale Lincoln. Instead of a generic message targeted to all, they wanted to hone in on each segment with a mini-site geared towards content that a distinct demographic would enjoy.

The demographics were moms, young gamers, car enthusiasts and green-minded car buyers.

Execution
To drive traffic to these mini-sites, Ford Corporate tasked our creative team to produce banners that would drive to these sites.

– Young Gamers
Concept 1: This banner’s treatment of a drag-racing game as an all-out, no-holds-barred prizefight with only one winner.
See the banner

Concept 2: The mission – drag a giant donut into a giant cup of coffee. This improbable mission demanded a “mission impossible” treatment.
See the banner

– Car Enthusiasts
Concept: An innovative new car that relied on solar, diesel and hybrid electric energy had a distinctive look and design features that seemed to occur in threes. Thus, “Behold the Power of 3” was born.
See Banner 1
See Banner 2

– Moms
Concept: A storybook approach to the trials and tribulations of driving with kids allowed us to use whimsy and fancy to sell safety benefits that parents would be interested in.
See Banner 1
See Banner 2

– Green Drivers
Concept: This simple concept illustrated how Ford Motor Company was making the “green” choice to create a more environmentally friendly tomorrow.
See the Banner

Deliverables
Concepts and copy for 8 banners in collaboration with an Art Director

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