Ogilvy & Mather attempts to appeal to a desire for
"self-expression" in a new press and radio campaign for Ford Ka.
"Stand out" aims to build the iconic design appeal of Ford's small car,
the Ka, emphasising what Ford calls its uniquely different shape.
Tony Grigg, a managing partner at O&M, said: "Consumer research showed
Ka drivers see both themselves and the Ka as a bit different to the norm
- they want to stand out from the crowd."
Ads feature a creative device in which a moulded imprint of the car
appears on the left-hand page opposite a shot of a car on the right
page. The copy reads: "Stand out."
The media schedule focuses on men's and women's lifestyle magazines in
an attempt to reach the eclectic mix of age and demographic ranges that
consumer research has identified as potential buyers.
Media planning and buying is by MindShare.
Embossed inserts will be indented with the imprint and will run in the
December issue of Cosmopolitan and the gay lifestyle magazine Attitude.
They will also run in the January issues of Loaded, FHM and Marie
Claire.
The campaign will be adapted for several European markets over the next
few months. And the press campaign will be backed by a radio advertising
push in the UK which will continue the "Stand out" theme.
Press ads were written by Emma De La Fosse and art directed by Charlie
Wilson with photography by Chris Bailey. Radio ads were also written by
De La Fosse and the producer was Sarah Scarlett.
Harrison Troughton Wunderman is handling the below-the-line work.
