FORD FINDS AN EDGE WITH DRAMA AND MUSIC STAR AHN JAE WOOK
- The all new Ford Edge crossover sets the tone with an extensive TV, print, out-of-home, and digital marketing campaign aimed at Asian Americans featuring International drama and music celebrity Ahn Jae Wook
- Consumers will vote online for their favorite remix of the #1 hit song “Forever. ” The full-length winning version will be available for web download exclusively on fordvehicles.com/asia
- The campaign has the largest digital media spend of any automotive manufacturer targeting Chinese, Korean, Vietnamese and Pan-Asian audiences with over 32.4 million impressions
Crossovers combine features of several vehicle segments to deliver fuel efficient, capable vehicles with smooth ride and handling characteristics. “Paced by new entries like the Ford Edge, the crossover segment is expected to grow into the largest segment in the industry with sales of 3 million units by the end of the decade,” states Barry Engle, General Manager, Ford Division Marketing. With its unique combination of styling, capability and driving dynamics, Edge is the perfect complement to Ford Motor Company’s expanding Crossover Utility Vehicle (CUV) lineup.”
Ford worked with Ahn Jae Wook to create an exclusive remix of his hit song “Forever” originally featured in the well-known Korean drama “Star in my Heart.” The song, also the title of his first album, was an instant hit and sold millions of copies worldwide.
Two versions of the song were created with dance and rock remixes and are scheduled to air with the :30-second television ad titled “Wedding Day” starting December 24th . Throughout the month of January, consumers will be encouraged through digital and print advertisements to go online to fordvehicles.com/asia to vote for their favorite music version. A behind-the-scene video can also be viewed showing Ahn Jae Wook in studio recording the new remix. Consumers can return to the site to see the percentage of votes for each version and the full-length song of the winning remix will be announced and released on the Ford Web site exclusively in February.
“The Edge customer is active, socially connected, and their tastes in music, style and technology have influenced the development of the Edge marketing campaign,” said Dave Sanabria, Ford SUV / Crossover Marketing Communications Manager. “This will be one of our largest and most integrated marketing campaigns ever. The Asian American market alone will have the largest digital media spend of any automotive manufacturer targeting Chinese, Korean, Vietnamese and Pan-Asian audiences with over 32.4 million impressions.”
Fordvehicles.com/asia is one of the only entertainment and content-rich automotive sites developed specifically for Asian Americans and can be viewed in Chinese, Korean, Vietnamese and English languages. “Asian Americans are one of the most wired groups with over 70 percent going online every day,” states Kim. “By incorporating Ahn Jae Wook with the Edge launch and the web we are able to reach and interact with our consumers in an entertaining format.”
The TV spots and digital presence are supported by an outdoor and print campaign that shows visuals of Ahn Jae Wook and the all-new Edge crossover. Headlines such as “Star,” “Scorching” and “Fearless” tell a story about Ahn while touting the Ford Edge crossover’s exclusive features, such as its optional class-exclusive panoramic Vista-Roof, class-leading 265 horsepower, impressive 25mpg fuel economy and standard safety equipment such as Advance Trac with Roll Stability Control (RSC).
The new Edge ads targeting the Asian American market will air on top cable stations like KTSF, KSCI, Saigon TV and AZN during popular drama and entertainment series. Print spreads are running in major Chinese, Korean, Vietnamese and Pan-Asian newspapers and magazines. Digital banners are running on top Asian American sites such as www.sina.com, www.goldsea.com and missyusa.com. Outdoor and digital kiosks will be prominent in high-traffic locations such as Boba shops, specialty grocery stores, malls and restaurants in concentrated Asian American communities throughout Northern and Southern California.
About Ahn Jae Wook
Ahn started his acting career after graduating from Seoul Arts University in 1994 as a theatre major. In the same year, he made his debut in the drama, "The Song of a Blind Bird,” based on a true story. Other popular dramas that he has appeared in include "Star in my Heart" and "Oh! Pil-seung, Bong Soon-Young.” He has also been cast in a few movies such as "First Kiss" and "Garden of Heaven". He composed and sang several songs including the popular song “Forever.” Ahn has toured in Korea, Japan, China, Hong Kong and Vietnam to promote his latest release in 2005.
About the Ford Edge
The 2007 Ford Edge stands out in the fast-growing crossover market. It offers a unique combination of bold design & flexibility, sporty handling, and energetic performance. All 2007 Ford Edge models feature standard side curtain air bags, AdvanceTrac® with RSC®, best-in-class 265 hp 3.5-liter V-6 engine and fuel-saving 6-speed transmission. An impressive value, front-drive models begin under $26,000, including destination, with all-wheel drive available for less than $28,000.