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2006 FORD FUSION TAKES STARRING ROLE IN
ASIAN- AMERICAN SOAP OPERA
- Ford Fusion creates drama with an
extensive TV, print, and digital marketing campaign aimed
at young Asian Americans
- www.getintofusion.com is the first content rich domestic in-language
automotive web site developed by Ford to target Chinese,
Korean, Vietnamese and Pan-Asian consumers
Los Angeles, Nov.18 Ford is
marketing its boldly-styled new sedan the 2006 Ford Fusion
to Asian-American consumers with an integrated broadcast,
print and digital campaign with an innovative twist a soap
opera feel inspired by South Korean television dramas.
South Korea-produced television soap
operas and dramas are enormous hits across Asia, from Taiwan to
Thailand, states Young Kim, founder and president of PanCom
International, Fords Los Angeles-based Asian-American
advertising agency. In the U.S., Korean soaps often have
higher ratings than network television in the same time slots.
Asian Americans are one of the most
wired groups with over 70 percent going online every day,
Kim adds. Realizing the importance of digital technology,
we found a way to tie Fusion into the soap phenomenon to get the
attention of our audience and drive them to the web.
All TV, print, digital ads and grass roots
events in the campaign are designed to drive traffic to the new
web site www.getintofusion.com
and generate handraisers consumers who are interested in
receiving more vehicle information.
The site is one of the first content-rich
automotive sites developed specifically for Asian Americans and
can be viewed in Chinese, Korean, Vietnamese and English
Ford has identified upwardly mobile
and maturing Generation X (age 25-34)
consumers as the target for Fusion, and their tastes in music and
technology have influenced the development of the entire Fusion
marketing campaign, said David Rodriguez, Ford
Multicultural Marketing Communications Manager.
Two 30-second television ads, The
Meeting and Club Date, shot by Korean director,
Chan Kim, will air starting this week. The target audience: young
Asian Americans living in California.
Produced in Chinese, Korean and Vietnamese
languages, as well as in English, the television spots introduce
a cast of characters that frequent a nightclub called Fusion.
Like all soaps, the TV spots set the stage for sub-plots
featuring four main characters Tommy, Jasmine, Simon and
Chan. Viewers are encouraged to get more of the story online by
going on the web to www.getintofusion.com.
On the new site, visitors can read about
the characters and their backstories, mix their own music, learn
about Fusion club night events that Ford will be sponsoring in
Los Angeles, San Francisco, Seattle and New York, and receive
detailed information on the new Ford Fusion.
While young Asian Americans seem more
assimilated to American ways, they strive to hold on to their
heritage, states Young Kim. As a result, they have
defined their own culture, distinct from those who live in Asia.
By blending traditional elements into some of the hottest trends,
young Asian Americans have created a new wave of culture that has
swept across the U.S. It was important for our advertising to
reflect this new culture.
The TV spots are supported by an outdoor
and print campaign that showcases the characters along with the
2006 Ford Fusion. The comedic headlines tie in to the soap opera
theme and story while touting Fusion features, such as its gas
mileage 32 mpg, power, 221 horsepower and
technological innovations, Class Exclusive V-6 auto-transmission.
The new 2006 Ford Fusion is expected to
breathe new life into the car segment with its new bold style.
The mid-size car segment is very competitive. It is a
challenge to find innovative ways to get the consumers
attention and reach this younger audience, states Linda
Perry-Lube, Ford Car Communications Manager. Ford
understands the need to do more than just advertise in-language.
It's about understanding the culture, values and purchasing
preferences of specific ethnic groups.
The Fusion is already benefiting from an
extensive pre-launch marketing campaign that has generated more
than 175,000 hand raisers. At this pace, Fusion will match the
launch-year hand raiser total generated by the hugely successful
launch of the 2004 F-150.
Fusion ads will air on top cable stations
like KTSF, KSCI, Saigon TV and AZN during popular drama and
entertainment series. Print spreads are running in major Chinese,
Korean, Vietnamese and Pan-Asian magazines. Digital banners are
running on top Pan-Asian sites such as www.sina.com, www.azntv.com
and www.goldsea.com. Outdoor will be posted in high-traffic
locations such as Boba shops, malls and restaurants throughout
Northern and Southern California.
About the Ford Fusion
The 2006 Ford Fusion is one of the most
distinctive sedans on the road. It offers a unique combination of
styling, tough build, spacious and versatile interiors, and
superior driving experience. Fusion achieves very good fuel
economy, thanks to advanced engine and transmission technology
EPA estimated 29-mpg highway for V-6 models and up to 32mpg
for four-cylinder models. It also is very affordable: a well-equipped
Fusion has a low base manufacturers suggested retail price
of $17,795 including destination.