Ford prepares to kick off a new, aggressive, high-tech ad campaign for the 2010 Taurus, as the model is now available in dealerships. The campaign will start on August 4, based on a strong Web presence and a new Microsoft "tag" system, to allow consumers to simply point their Smart Phones toward bar codes printed next to technology features in Taurus ads.
"The convenience and ability to offer customers additional information at the touch of their mobile device speaks volumes on how technologically advanced the new Taurus is," said Matt VanDyke, Ford marketing director, in a release for the press. "This high-tech marketing process will showcase the attention to detail that customers shopping for Taurus will appreciate."
Prime-time network and cable channels will feature five demonstration Webisodes showing how the 2010 Taurus offers the quality and technology as other luxury sedans from Audi, Lexus, Acura and Infinity, but with a much more affordable price tag.
"We aren't trying to put Taurus in a luxury market - that's not the point of these," said Jonathan Beebe of the Ford digital launch integration team. "Our goal is to say, 'You're not going to believe this is a Taurus. Look at the technology in this. Look at the quality. Why consider anything else in this segment?' "
The 2010 Taurus, starting at $25,995, the same price as the 2009 model, has been completely redesigned and elevated and includes Ford exclusives such as MyKey, SYNC, Multi-Contour Seats with Active Motion and Blind Spot Information System (BLIS), all highlighted in three broadcast spots.
"It's our job to take the technology to consumers, and demonstrate how it can improve their overall experience behind the wheel," said Jim Farley, group vice president of Global Marketing. "Everything we do in this campaign is designed to draw people in and entice them to learn more about the Taurus, online or in our dealerships."
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