Ford targets America’s urban market for the 2011 Ford Fiesta
Long regarded simply as Ford’s ’little car that could’, the Fiesta - or at least, the 2011 Fiesta - is getting ready to invade America’s urban market after Ford announced that it will be launching an aggressive urban marketing campaign centered around the Fiesta.
Among the initiatives being lined up for the Fiesta’s introduction into the fast-paced world of urban America includes being included in a custom fashion e-zine, a TV commercial that will air on BET, a number of radio, print, and digital executions that will highlight the Fiesta’s new "Inspired by Color" e-zine.
According to Shawn Lollie, Ford’s Multicultural Marketing manager, "Our goal was to create a unique program that truly embodied the spirit of the Fiesta.
"The Fiesta has an expressive, vibrant design and we wanted to tap into those style attributes in a way that was relevant to our target audience while engaging them using platforms that are very much a part of their everyday lives."
A possible reason behind Ford’s decision to aggressively push the Fiesta into a market that it’s not all too familiar with could stem from research that shows that one of the biggest markets for small cars like the Fiesta are young African Americans and to further drum up interest and raise awareness for the car, Ford launched the aforementioned "Inspired by Color" campaign, which is pretty much intended to empower prospective customers to connect their own lives with the "colors and distinct features of the new Fiesta."
Press Release after the jump
Ford is launching the all-new 2011 Ford Fiesta in the urban market with an advertising campaign built around the program, “Inspired By Color”
The campaign includes an industry-first custom e-zine, a magazine that lives online, which seamlessly incorporates the Fiesta in addition to a television commercial that will begin airing on BET this week
The new campaign shares the same nontraditional approach that defines the Fiesta launch within the general market while blending style and technology in order to highlight the key features of the vehicle
Dearborn, Mich., June 3, 2010 – The all-new 2011 Ford Fiesta turns up its style quotient this week with the launch of an urban marketing campaign that finds the Fiesta gracing the pages of a custom fashion e-zine that was designed to appeal to the interests of consumers while providing a unique way to highlight the new vehicle and its key features.
"Our goal was to create a unique program that truly embodied the spirit of the Fiesta," said Shawn Lollie, Ford Multicultural Marketing manager. "The Fiesta has an expressive, vibrant design and we wanted to tap into those style attributes in a way that was relevant to our target audience while engaging them using platforms that are very much a part of their everyday lives."
The urban ad campaign for the new Fiesta—which arrives in dealer showrooms this summer—includes a TV spot that will air on BET as well as radio, print and a digital execution which prominently features the custom “Inspired by Color” e-zine.
Research shows that one of the largest consumer groups in the small car segment are young African Americans and to increase initial awareness of the Fiesta in the African American community, Ford launched a program in April called “Inspired by Color,” which challenged people to use their own personal style to connect with the colors and distinct features of the new Fiesta.
More than 150 people turned out for a casting call at Howard University in Washington, D.C, dressed in a Fiesta-inspired way. Five finalists were chosen at the event and each of them now appears in the new television ad for Ford’s all-new small car.
“Inspired by Color” E-Zine
A custom “Inspired by Color” fashion e-zine was created to highlight the entire program while incorporating key features of the vehicle in a format that is both robust and highly interactive. The custom publication will live on www.fordurban.com and will link back to viral video footage and content stemming from the “Inspired by Color” casting call event. In addition to a heavy emphasis around the vehicle and its features, all five of the finalists will appear in the e-zine and will have an opportunity to showcase their experience and how the vehicle inspired their personal style.
“The team really looked at the target consumer and the activities they are engaged in within their daily lives when creating this publication,” said Lollie. “We knew they were online and we also knew they were predominately female and very interested in fashion. Inside the publication you really get to see how the Fiesta inspires and what sort of reactions the vehicle generates.”
2011 Ford Fiesta ad: A user-generated approach
A new 30-second television ad for the Fiesta will debut this week on BET. Unlike traditional commercials, the Fiesta ad will feature a user-generated experience that has more of a grassroots feel to it. All five of the winners of the “Inspired by Color” casting call appear in the advertisement and get a chance to show off their style and the unique features of the vehicle. From the class-exclusive push button start to the SYNC® hands-free communications and entertainment system and Fiesta’s class-leading 40 mpg, key features of the Fiesta are highlighted throughout the ad.
In addition to the broadcast and digital execution, Ford has also partnered with Vibe Magazine on a tie-in associated with the campaign that will run in print as well as with BET and The Travelista’s, a lifestyle traveling duo, who will be driving a 2011 Ford Fiesta as part of a custom webisode airing on www.bet.com.
The entire urban advertising campaign for the new Fiesta was created by The UniWorld Group, Ford’s African American advertising agency of record.
For more information on the “Inspired by Color” program or to view the e-zine please visit www.fordurban.com
2011 Ford Fiesta: A hit before leaving the gate
Going on sale this summer, the all-new Fiesta features an expressive, vibrant design, sharp reflexes, and a global track record that will redefine U.S. small car customers’ expectations. Featuring class-leading technologies and best-in-class highway fuel economy of
40 mpg, Fiesta brings efficiency and convenience together in one package.
It’s designed to be versatile, personal and adaptable. In fact, Fiesta is expected will deliver best-in-class convenience and connectivity with the segment-exclusive SYNC® voice-activated communications system, as well as an expressive color palette and available graphics.
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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 176,000 employees and about 80 plants worldwide, the company’s automotive brands include Ford, Lincoln, Mercury and, until its sale, Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com.