Oliver Payne

Behavioural insight & comms consultant

‘04 Ford Focus iTV

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

Idea Generation | Art Direction

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.

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.

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