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The Mondeo barking dog commercial has been a winner according to Ford Australia's David Katic. Katic says the car's voice activated controls - rare in the sub-$40,000 medium segment - have helped showroom traffic and sales.
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A sad boy and barking dog have resonated with Ford fans.
Ford's relatively new "Territory boy'' ad featuring a sad youngster looking on enviously at his neighbour's new Territory has hit a sweet spot with TV viewers. "We've had people call up and say they feel so sorry for the boy they want to adopt him,'' Ford Australia general marketing manager, David Katic, says.
"It's an emotional way of connecting with the consumer. And I think that what's the Territory boy does, he really pulls on the heart strings.''
The Mondeo barking dog commercial has also been a winner. Katic says the car's voice activated controls - rare in the sub-$40,000 medium segment - have helped showroom traffic and sales. "Orders for the Mondeo Titanium has been particularly strong,'' he says. "It's got great technology in the car and we wanted to communicate that. Consumers love the voice control feature.''
Katic says the first piece of feedback was that it was a great feature and "the second bit was that they thought it was a piece of equipment that was only found on expensive cars''. The company's successful tag line "Who's most likely - Ford of course'' will be expanded next year but Katic is reluctant to reveal too much. "Stay tuned,'' he says.
Ford has been more proactive with its television commercials this year and Katic says it is starting to show with increased dealer traffic and stronger buyer recognition of the brand.
