BriefFord retail new Fords online through Fordjourney. If offers customers the opportunity to purchase a new Ford with all the convenience online offer, with the security of a Ford backed package and dealer support.OgilvyInteractive were briefed to support a 12-month campaign to raise brand awarness of Fordjourney as an alternative channel to purchase a new Ford and to drive sales.Following a process of learnings and research, 3 target segments were identified to have special interest in the Fordjourney offering. The female audience, gay and in-market (eg. Autotrader) audience. Research had shown the female and gay audience to be more reluctant to approach dealers and they have a high propensity to online purchase.SolutionTo reflect these learnings, a number of creative executions were created for each segment. These ranged from standard banner ads to onsite buttons driving advertorials.The creative fell into 3 routes: Dragster, Horoscope and New Baby. Dragster was aimed at the Autotrader audience who were concerned with speed of service. Horoscope was directed at the gay audience (cost), and New Baby with the female audience (ease of purchase).Prior activity identified the success of targeting consumers deep into the car buying process and media therefore was targeted on autotrader.co.uk and gay.com. Each execution was linked to an onsite advertorial, which would expand on a specific Ford message (safety, speed of delivery etc), refreshed over the course of the 12 months.ResultsThe proejct is a 12 month campaign. A snap shot of the success criteria has seen brand awareness increase, click throughs to the site remain high throughout the campaign (one advertorial has sustained a 39/40% CTR for 4 months and the gay.com skyscraper reaach a 19/32% CTR).