Oliver Payne

Behavioural insight & comms consultant

‘04 Ford Focus iTV

Simulation: Please point-and-click red button and lozenge


Idea Generation | Art Direction

Challenge
Traditionally, Ford of Britain used TV advertising to generate awareness.

We used iTV to deliver qualified consumers to dealerships by allowing them to investigate the specific product detail - and reasons to buy - introduced by brand TV, thereby prompting immediate same-channel response.

Solution
A sumptuous loose-leaf designers portfolio inspired by a Focus ‘muse’ contained upholstery details, paint swatches, sketches, photographs and independent reviews to reflect the ‘attention to detail’ core of the campaign.

Results
This resulted in a 7% response rate, 2.44 minutes spent with brand, 2,977 test drives and 7,811 brochure requests at £7.41 per lead and 3.13% conversion. This translates to between £8-13 Million revenue.

“…those of you who have seen the ads on [interactive] TV, will know what a great job Mike, Oliver and Dave have done… the results… are the best yet achieved out of a series of good work on Ford.“

Louise Ainsworth, Managing Director, OgilvyInteractive, London