DUNTON, England - Ford of Europe is radically changing its new vehicle brochures, adopting a Go Further approach to inject increased “brand pride.”
Inspired by Gaetano Thorel, vice president, Marketing, Ford of Europe, a new generation of tablet-sized digitally-activated brochures has been developed. The first to be released is for new Fiesta; it allows consumers to access a range of information simply by pointing a smartphone or tablet at one of the pages.
To access the information, a consumer first downloads a special Fiesta View app onto his or her iPhone, iPad, Android phone or tablet. The camera on the device is then pointed at a small smartphone image located on pages throughout the brochure. Depending on the page being viewed, the consumer can see a brand film about Ford’s history, a technology animation of the 1.0-litre EcoBoost engine or a gallery of wheels, trims, colours and accessories.
“Our objective is to strengthen brand perception and pride,” explained Rob Macrae, manager, Experiential Marketing, Ford of Europe. ” The principal aim is to place even greater emphasis on quality, communicating the outstanding design of our products and emphasising our remarkable technologies.
“Digital-activation is one of the ‘surprise and delight’ features incorporated in that radical new approach. Another is a new look for our vehicle specification pages, which includes stylish black and white images which showcase some of the model’s features and technologies.”
The ‘new direction’ for brochures was developed with Ford’s agency partner, Burrows, and will be rolled-out across all passenger vehicles over the next couple of years.
Fiesta brochures are available in dealerships now, but if you can’t wait to pick up a copy, please see the following YouTube film: http://youtu.be/7f4liN8DWGU