Ogilvy and Mather and the Network have taken the current campaign
for the Ford Explorer online with a series of interactive ads.
The campaign employs a selection of ’brand bridges’ and ’brandbytes’ as
well as traditional banner ads.
The banner ads give a taster of life with an Explorer, and show the car
leaving the claustrophobia and stress of the city for a relaxing drive
through the country.
A click on the banner ad takes the user straight through to an Explorer
’brand bridge’, a mini site which gives more information on the
After a few moments, the user is automatically taken through to the Ford
The Explorer ’brandbyte’ is a spinning icon which flashes up a full-page
ad for a few seconds before returning the user to their original
The campaign marks the first of several bursts for Ford on the Net.
Internet work for the Fiesta breaks next month while Ka work breaks in
Jeremy Thomson, the direct marketing manager at Ford, claimed Ford’s
1996 online strategy was successful in delivering users to the site, but
added: ’Our online strategy is in constant evolution and the work we are
currently developing promises even greater returns.’