When a company spends as much money on advertising as Ford, you
hope it would reflect some of these values in its Website.
Instead, Ford appears to have developed a smorgasbord of features,
product information and bizarre graphics. On entry, the user is faced
with a control panel sprouting levers, buttons and bits of old Ford
radiators. Users then have to decide whether to go straight to the
dealer or product information or take the ’Ford Travelator’.
It sounds like something you might find at Gatwick Airport, but the
Travelator actually allows the user to call in at Henry’s Cafe or
recapture Ford’s ’high octane’ participation in motorsport.
I know many regard the Internet as an experimental medium but there’s a
danger that this one might blow up in Ford’s face.
Client Jean-Rene Levy, communications specialist small and medium cars,
European Marketing Communications.
Brief Create a consistent European Internet presence for Ford via
development of a central site template.
Created by Burrows/WCJ inter@actionmarketing