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Following the success of advertising its RS Focus model and
Page 59
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its "destination football" branding exercise, Ford was in no doubt about how to push its campaign to advertise the Transit.
It was very much part and parcel of the overall campaign," says Ford's business strategy manager Keith Sinclair. "Intuitively, it's got to be a good way of advertising."
The company asked trailer manufacturer Don-Bur to produce graphics of its Transit to be attached to the rear of 230 of Ford's trailers. The campaign was to last only three weeks so Don-Bur used semi-permanent vinyl to create the images, which worked out less expensive than the permanent banners it also produces.
The aim was to provide coverage of the manufacturer's new model around motorway corridors. Sinclair says the campaign worked in conjunction with billboard advertising around the country, but being able to use its own trailers as well was cost effective.
"Advertising is all about eye impressions, how many people see an advert," says Sinclair, "All billboards are given a rating. In the centre of London, as you come out of a tube station, lots of people will see the adverts. Clearly, putting an advert on a taxi ar a bus is going to be much cheaper than a static billboard."
Because the trailers are Ford's own, Sinclair jokes that he will be in no hurry to remove the graphics once the official campaign has run its course, but referring to the life of the vinyl, he adds: "We don't want it to look poor. If it does it will convey the wrong impression."