Although internet penetration in Thailand is a mere six to seven per cent of the population, research by AC Nielsen Netwatch shows that it reaches between 12 and 25 per cent of Ford's target segment, according to Andreas Benischek, regional director for Asia Pacific at digital@jwt.
Pre-launch activities, which included three interactive games, banner ads placed at high traffic Thai websites, and a contest giving away tickets to the Bangkok Motor Show as prizes, resulted in almost 30,000 page views in under three weeks. "We had 2,500 registrations and gave away 300 tickets to the show - Ford was very pleased and is confident that it will exceed its sales forecast, Benischek said. The company expects to sell 2,000 units of the car this year, and recorded 245 bookings during the motor show.
The current phase of the campaign has seen the launch of a comprehensive website, including four games, leasing data and application for test-drives.
The heavy game component reflects research showing that some 42.6 per cent of Thai surfers play games online. Meanwhile, the database generated from the web will be used in direct marketing activities, from the start of June.
The total campaign is based around the creative concept, No Boundaries, "to show the excitement of driving a Ford Tierra Laser - a ride that increase the "heartbeat".
The web and direct marketing components will be complemented by television, print, radio and outdoor advertising. The TVC, being produced by J. Walter Thompson, will consist of 15- and 30-second commercials airing on prime time slots in June and September.
The decision to use the net comes on the heels of successful campaigns by Ford Australia and Ford subsidiary Jaguar in Japan.
