SEOUL – Ford Korea recently announced the start of the second phase of “Seoul to Soul” – an innovative brand campaign that provides a select group of 10 influential South Korean consumers unprecedented access to experience various Ford vehicles in their day-to-day lives.
As shown here Seoul to Soul is designed to capture South Koreans’ authentic reactions as they experience Ford cars and technologies in new and unexpected ways.
According to Ford Korea president Jae Jung, Ford knows it needs to build awareness of its new products and technologies among South Korea consumers. “To be seen as a modern, relevant brand here in Korea, we have taken an innovative approach to win the hearts and minds of consumers. We invited 10 influencers from Seoul to the soul of Ford Motor Company to learn about Ford’s new products and technologies and are allowing them to tell the Ford story.”
Their reactions to what they experienced can be seen in a collection of television ads and online videos.
Ford’s unique campaign kicked-off in June, when the team from South Korea visited Ford’s headquarters in Dearborn and its Dunton Test Track near London to see and experience the brand’s new smart technologies and environmentally friendly vehicles.
The rich experience of non-professional general consumers interacting with Ford has been featured in television ads, outdoor signs, digital and social media channels, among a multitude of outlets, since mid-July.
Seoul to Soul – Phase II
South Koreans participating in Seoul to Soul will have extended exposure to Ford as they receive new vehicles to drive throughout the next four months.
The Ford vehicles they will have the opportunity to drive include:
• Explorer – the best-selling import seven-passenger SUV
• Focus – Ford’s global small car packed with technologies
• Taurus – with a new 2.0L EcoBoost engine offering, Taurus is one of the most-fuel efficient vehicles among all import full-size cars
• Escape – Ford’s all-new small-SUV that features various cutting-edge technologies will be introduced in Korea in September
In addition, participants will have the opportunity to be among the first in Korea to see and experience the all-new Fusion – Ford’s new global flagship car –– ahead of its Korean launch late this year.
During month-long vehicle loans, Seoul to Soul participants will be tasked with missions – designed specifically around the individual’s interests ranging from fitness and travel to film and fashion – in which they will experience the superior driving performance, fuel-efficient technologies and various safety and convenience features of Ford vehicles. The group will share their experiences with general consumers on Web sites, blogs and social networks.
As the team completes their missions, each individual will have the opportunity to acquire virtual keys, based on their level of participation and performance in each mission. Participants have a strong motivation to accumulate virtual keys, as one lucky key will start an all-new Fusion that will be awarded to one of the 10 influentials participating in the campaign.
“I was so thrilled to see the genuine surprise and delight when our guests began to see and experience technologies they weren’t expecting from Ford,” said Jung. “I am even more excited about the opportunity they now have to experience our vehicles during the next four months. Their passion and enthusiasm is inspiring, and we expect it to help South Koreans view Ford in a different light.”