Ford Revs Up Broadband Advertising on @Home Network
SAN JOSE, Calif. - Feb. 17, 1999 - @Home Network, (Nasdaq: ATHM), the leading provider of high-speed cable Internet services, and Ford Division (NYSE: F), today unveiled an interactive advertising campaign for the all-new Ford Focus. Taking advantage of the enhanced multimedia capabilities of Intel's new PentiumŪ III processor and the ability of @Home's broadband service to easily serve 3-D and interactive rich media, the Ford ad delivers immersive visuals to generate emotional buy-in and move consumers to initiate sales leads.
Ford's Internet advertisement is the only ad being previewed today at Intel's Pentium III Processor Preview Day.
"The all-new Ford Focus, the new Pentium III processor, and broadband advertising represent the future for Ford, Intel and @Home. Including the Focus in this multimedia environment says a lot about what we at Ford stand for-innovation, optimism, independence," said Jan Klug, national communication manager at Ford Division.
"The automotive industry is embracing interactive advertising to build relationships with consumers and provide product information in a graphically compelling format," said Susan Bratton, director of interactive advertising for @Home Network.
Ford Places Focus on @Home Network
Created by J. Walter Thompson Digital in Detroit, the Ford Focus ad engages viewers by inviting them to piece together audio snippets of a song. Represented by 3-dimensional metallic orbs, the music snippets play a few notes of the tune as the viewer mouses over them. When a viewer pieces the song segments into correct order, the entire tune plays and the audio puzzle morphs into a 3-dimensional model of the Focus which can be spun around and viewed from all angles.
"Our purpose with the Focus ad and microsite was to create an environment in which viewers are highly involved so they can feel the inherent spirit of the vehicle," said Rob Donnell, creative director at J. Walter Thompson Digital in Detroit.
"@Home Network and Ford have taken full advantage of the performance of the Pentium III processor platform and the speed of @Home's broadband service to deliver a look at where advertising is headed-to a more compelling interactive on-line car-shopping experience," said Sally Fundakowski, director of Shopping/Business Market Development, Intel Corporation.
To find out more about the all-new Ford Focus and the rest of the Ford Division's vehicles, visit http://www.fordvehicles.com.
@Home Network
Based in Redwood City, California, @Home Network (Nasdaq: ATHM) distributes high-speed, openly accessible Internet and Web services to residences and businesses using its own network architecture and a variety of transport options including the cable industry's hybrid-fiber coaxial infrastructure. The cable connection provides users significant increases in speed over conventional Internet services. Leveraging the "always on" attributes of cable, @Home allows for unique multimedia applications that go beyond current Web experiences. Individuals seeking additional information about availability and subscription can refer to the @Home Network Web site (www.home.net). Since its founding in 1995, @Home Network has reached affiliate agreements with eighteen leading cable companies-worldwide, including Bresnan Communications Company, Cablevision Systems Corp., CasTel, Century Communications, Charter Communications, Cogeco Cable Inc., Comcast Corporation, Cox Communications, Garden State Cable, Insight Communications, InterMedia Partners, Jones Intercable, Lenfest Communications, Midcontinent Cable Co., Palet Kabelcom, Rogers Cablesystems Limited, Shaw Communications, and Tele-Communications Inc. (Early in 1999, TCI's cable operations are expected to merge into AT&T and thereafter be known as "AT&T Broadband Services").