SEOUL, South Korea - Ford Sales and Service Korea announced that it will carry out a new campaign entitled “Seoul to Soul” from June, featuring consumers and influencers who will experience Ford’s 2013 eco-friendly and smart models at its global facilities in the U.S. and Europe. These experiences will be captured, and utilized in Ford’s advertising collateral.
Seoul to Soul is a brand campaign that gives 12 opinion leaders and consumers from various fields, such as racing, IT, travel, design, fashion, well-being, music, sport and environment, firsthand experiences with five eco-friendly and smart technology-based new models at Ford’s global facilities. The campaign will capture the authentic reactions of the participants’ exposure to the products, and introduction to the company’s 108 year history, culture and values. These reactions will become part of the advertising collateral including commercials which will be broadcast across various outlets including social media channels.
JaeHee Jung, president of Ford Korea, said, “It is a new venture in the automotive industry to cast consumers and opinion leaders as commercial models. The campaign aims to provide access to, and capture experiences with, the New Ford and share those authentic consumer reactions across a broad range of channels and personal networks.”
Ford Korea is to select influencers to participate in the campaign in May. It will also identify two applicants from Ford Korea’s official Facebook fan page from May 21 to May 31. Those who want to participate in the campaign can be automatically entered on to the applicant list by writing an essay on Ford Korea Facebook fan page. Two winners with most enthusiastic and passionate essay will be selected on Facebook. 12 finalists will be given firsthand experience with Ford’s four new engines, which best represent characteristics of Ford’s eco-friendly and high-performance/fuel economy technologies, in addition to five major 2013 Ford models powered by the new engines. Furthermore, the participants will gain opportunities to experience Ford’s eco-friendly and smart technologies, alongside the driving performance applied to Ford’s newest models. In addition, participants will be exposed to the process of how each model is made at the Ford Design Studio and the Ford Lommel Proving Grounds (LPG) which has approximately 80km’s of test tracks.
Ford selected the LPG, where various tests have been carried out for last 47 years, and Ford headquarter in Dearborn, MI as a base camp destination.
Meanwhile, five major 2013 models, which will be introduced with the launch of the brand campaign, are as follows: Taurus and Explorer EcoBoost powered by 2.0L EcoBoost engine, a leader of downsized engine in the automotive industry. The Fusion Hybrid equipped with Ford’s third generation full-hybrid system and 2.0L Atkinson cycle engine. The Escape powered by a 1.6L EcoBoost engine, which successfully improves performance and fuel economy. Lastly, the Focus with 2.0L diesel engine.
The “Seoul to Soul” brand campaign will be launched from July, through various media including TV commercial, SNS, online, and offline events.