October 2005 - USA

The UniWorld Group agency organized an important multimedia campaign for the release of the new Ford Fusion. The slogan of the campaign was “Grown & Sexy”. In addition to TV advertising and street signs, a website was launched with information on the car, videos showing the launch party and an interactive game as the main attraction. http://www.grownandsexy.com/fusion/

SIA Interactive was in charge of developing the customized 3-D game aimed at the African-American segment that would include spokesperson Funk Master Flex.

After selecting the car color and character (participants had eight game characters identified with the target group to choose from), players had to drive into the city to find the famous hip hop artist. Within the car, details aimed to offer the player a virtual driving experience that would give them an idea of what it’s really like inside the Ford Fusion.

The game was well-received by Ford and by consumers as well. It produced an increase in the website’s hits, which obviously translates into an increase in terms of the number of potential customers contacted.

“We believe that the results speak for themselves. For us, doing this launch was really important, and we wanted to work with the top people in the field. The solution that SIA came up with was impeccable: it fits the needs of the campaign in terms of the look and the strategy.  We thank SIA for their hard work and we hope to work with them again in the future”.

Albert Thompson
Director of Interactive Services
UniWorld Group