Subject category:
Marketing
Published in:
1998
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Abstract
In October 1996, Ford was ready to launch its new ''Ka'' to the French market. Ford hired the Ogilvy and Mather advertising agency to create the launch campaign. With a 60 million franc budget for a three-month campaign, the parent company hoped to achieve a 2% market share, by selling 35,000 to 40,000 cars in the first year. The agency opted for a highly creative and avant-garde campaign in order to create awareness of Ford''s new product. This case presents the salient information required to launch a car in France and gives students the opportunity to create their own campaign based on the information given.
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Abstract
In October 1996, Ford was ready to launch its new ''Ka'' to the French market. Ford hired the Ogilvy and Mather advertising agency to create the launch campaign. With a 60 million franc budget for a three-month campaign, the parent company hoped to achieve a 2% market share, by selling 35,000 to 40,000 cars in the first year. The agency opted for a highly creative and avant-garde campaign in order to create awareness of Ford''s new product. This case presents the salient information required to launch a car in France and gives students the opportunity to create their own campaign based on the information given.
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