With Summer just on our doorstep, Ford & Doonan have launched their pre-summer campaign over the last few weeks across multiple channels. By strategically utilising outdoor media, Google/Bing search ads, Google display remarketing, YouTube pre-roll, radio, and free-to-air TV, Ford & Doonan are aiming to bring forward seasonal-driven purchases that are often left till peak summer heat.
“For years, our industry has been very seasonally driven, as in people often wait until its boiling hot until they embark on purchasing a new air conditioner,” says Marketing Manager, Christian Ford. “The challenge we put to our agency was, utilising multiple channels, to bring these purchases forward to keep our target market more comfortable for longer this Summer.”
The brand has recently finished 2x new TVCs that, anecdotally, portrays a summer without air conditioning vs a summer with air conditioning.
“It’s a privilege to work with such an iconic, market leading, premium brand that is Ford and Doonan!” said Murray Preston, Media Today Advertising Agency. “The license to conceptualise and create a high spec television a commercial of this ilk and quality is a credit to the backing we consistently receive from our client! This creative, opening with a liquid flow melt sequence will draw in Ford and Doonan’s target audience, allowing us to effectively deliver Ford and Doonan’s Summer message. Special thanks to Steve Graham and his team from 21CC Broadcast Productions who took on the challenge to deliver the FX sequence and executed it perfectly, along with Marshall Taylor and assistants from Taylor Made Pictures. Special shout out to the talent, Ford and Doonan’s Brand Ambassador Dean Clairs alongside his co-star Rori Bicer they did a sublime job!”
Cross-media integration is seen in new 30sec radio commercials across 3 of Perth’s leading radio stations, all featuring unique call-to-action live reads from the presenters. Further integration of iconic WA voice Dean Clairs (brand ambassador for Ford & Doonan and half of 96FM’s Clarisy and Lisa show) across new areas demonstrates, not only the goal of brand awareness but also call-to- action.
All this, with a soon-to-be-announced range of content on PerthisOk! Is giving the brand a strong foothold on the WA air conditioning marketplace leading into the busiest time of the year.