{"id":567313,"date":"2010-05-17T19:29:37","date_gmt":"2010-05-17T23:29:37","guid":{"rendered":"http:\/\/www.egmcartech.com\/?p=57036"},"modified":"2010-05-17T19:29:37","modified_gmt":"2010-05-17T23:29:37","slug":"it%e2%80%99s-a-pretty-big-deal-2011-ford-fiesta-ad-campaign-to-launch-tomorrow","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/567313","title":{"rendered":"It\u2019s a pretty big deal: 2011 Ford Fiesta ad campaign to launch tomorrow"},"content":{"rendered":"
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New Ad Campaign for 2011 Ford Fiesta<\/p>\n<\/div>\n

Besides announcing that its 2011 Ford Fiesta will average an EPA certified best in-class highway fuel-economy of 40 mpg<\/a>, FoMoCo announced today that it will launch a new advertising campaign for its new compact starting tomorrow. The campaign will be built around the theme, “It’s a pretty big deal.”<\/p>\n

Click here to get prices on the 2011 Ford Fiesta<\/strong><\/a><\/em>.<\/p>\n

\u201cThe new Fiesta will deliver up to 40 mpg on the highway. It comes with the kind of agility and horsepower that make it a blast to drive, and it features more new-world technology than any other car of its kind \u2013 like push-button start, keyless entry and the SYNC hands-free communications and entertainment system,\u201d said Matt VanDyke, Ford\u2019s director of U.S. Marketing Communications. \u201cIt\u2019s a pretty big deal, and we\u2019re putting the media and creativity behind it to deliver that message to consumers.\u201d<\/p>\n

The campaign will launch with a new 60-second TV ad for the Fiesta that will debut tomorrow night during the live broadcast of \u201cAmerican Idol,\u201d which airs 8 to 9 p.m. EDT on FOX.<\/p>\n

Check out the ad after the jump<\/em>.<\/p>\n

Click here for more news on the Ford Fiesta<\/strong><\/a><\/em>.<\/p>\n

Refresher<\/strong>: The 2011 Ford Fiesta is powered by a 1.6L DOHC 4-cylinder engine\u00a0making 120-hp with a peak torque\u00a0of 109 lb-ft. The EPA rated the 2011 Fiesta at 29\/40 mpg (city\/highway) when mated to a 6-speed PowerShift automatic transmission and 28\/37 mpg when mated to a 5-speed manual. Pricing for the 2011 Ford Fiesta starts at $13,320.<\/p>\n

2011 Ford Fiesta<\/strong>:<\/h3>\n

\"2011<\/a> \"2011<\/a> \"2011<\/a> \"2011<\/a><\/p>\n

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The New Ford Fiesta – It’s a Pretty Big Deal<\/strong>:<\/h3>\n

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2011 Ford Fiesta<\/strong>:<\/h3>\n

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Press Release<\/strong>:<\/p>\n

2011 FORD FIESTA: \u2018IT\u2019S A PRETTY BIG DEAL\u2019<\/strong><\/p>\n

* Ford is launching the all-new 2011 Ford Fiesta with a broad-reaching advertising campaign built around the theme, \u201cIt\u2019s a pretty big deal\u201d
\n* The new campaign shares the same nontraditional approach that defined the Fiesta Movement, an initiative that introduced the new small car to consumers through socially vibrant agents who have been driving Fiestas in monthly themed missions and relating their experiences through social media sites
\n* The campaign also includes a significant multicultural element to reach out to two of the largest consumer groups in the small car segment \u2013 young African Americans and Hispanics<\/p>\n

DEARBORN, Mich., May 17, 2010 \u2013 The same type of out-of-the-box thinking that led to the groundbreaking Fiesta Movement social media initiative is reflected in a new ad campaign to launch Ford\u2019s all-new small car, the 2011 Ford Fiesta.<\/p>\n

\u201cThe Fiesta Movement enabled us to introduce the car to market in a whole new way,\u201d said Matt VanDyke, Ford\u2019s director of U.S. Marketing Communications. \u201cWe are continuing that nontraditional approach with a unique advertising campaign designed to get people\u2019s attention by entertaining them as well as educating them about the vehicle.\u201d<\/p>\n

The ad campaign for the new Fiesta \u2013 which arrives in dealer showrooms this summer \u2013 includes national broadcast, print, digital and out-of-home components as well as a comprehensive multicultural marketing strategy. The entire campaign is built around the theme, \u201cIt\u2019s a pretty big deal.\u201d<\/p>\n

2011 Ford Fiesta ads: A nontraditional approach<\/strong>
\nA new 60-second television ad for the Fiesta debuts tomorrow night during the live broadcast of \u201cAmerican Idol,\u201d which airs 8 to 9 p.m. EDT on FOX. It opens with two people sitting in a Fiesta talking about the vehicle\u2019s push-button start feature.<\/p>\n

\u201cFrom there, a whimsical world starts to unfold all around them, and you see the product messages brought to life in organic, over-the-top ways,\u201d said VanDyke.<\/p>\n

The 60-second ad also will be running in cinemas this summer, appearing on the big screen just before the movies start. One of the films expected to draw huge crowds to the theater is \u201cThe Twilight Saga: Eclipse,\u201d which opens June 30.<\/p>\n

The print ads get straight to the point with headlines like, \u201cThe Fiesta gets 40 miles per gallon. 21 hybrids do not,\u201d and \u201cThe Fiesta has enough new-world technology to put a 50-grand car to shame.\u201d The ads will be featured in a variety of publications \u2013 from women\u2019s magazines like \u201cIn Style\u201d to men\u2019s lifestyle titles like \u201cGQ.\u201d<\/p>\n

Billboards for the Fiesta also reflect an unconventional approach.<\/strong><\/p>\n

\u201cImagine a billboard positioned strategically above a gas station with the 40 mpg message and copy that reads, \u2018Not everybody\u2019s happy about it,\u2019\u201d explained VanDyke.<\/p>\n

In addition to television commercials, print ads and billboards, the new campaign also includes extensive digital advertising, which directs consumers to the www.fordvehicles\/fiesta website.<\/p>\n

Unique webisodes combine information with entertainment
\nFord is expanding the Fiesta website to include webisodes featuring agents of the Fiesta Movement proving \u2013 in their own uniqueways \u2013 why Fiesta is better than the competition. More than 500,000 people have viewed the first six webisodes since they debuted last week.<\/p>\n

\u201cWe selected some of our most creative, funny and socially vibrant agents to help us showcase the vehicle\u2019s class-exclusive features,\u201d said Jonathan Beebe, Ford Digital Communications manager. \u201cNot only do they know the vehicle inside and out, because they drove real-world miles on it with the Fiesta Movement, they also know how to make the webisodes relevant and engaging to their peers \u2013 digital or otherwise.\u201d<\/p>\n

For example, to illustrate the benefit of having Intelligent Access with push-button start, one of the agents decided to put the Fiesta up against the Toyota Yaris, which doesn\u2019t even have keyless entry, and the Honda Fit, which has keyless entry but doesn\u2019t have push-button start.<\/p>\n

In \u201cDawn of the New Key Fob,\u201d a zombie chases all three drivers through the woods. The Yaris and Fit owners don\u2019t make it into their vehicles in time, but the Fiesta driver gets into his car and drives away before the zombie attack.<\/p>\n

\u201cSome of the webisodes are hilarious,\u201d said Beebe. \u201cWe try not to take ourselves too seriously \u2013 the Fiesta is too much fun for that. The agents help us poke a little fun at ourselves and our competitors, while combining vehicle information and entertainment.\u201d<\/p>\n

Fiesta agent Brittani Taylor appears in a webisode titled \u201cFiesta vs. Lamborghini,\u201d which pits the Fiesta against a $200,000-plus Lamborghini sports car.<\/p>\n

\u201cI\u2019m an actress, so I had a lot of fun with it,\u201d said Taylor, who amassed more than 300,000 subscribers on YouTube and 46,000 followers on Twitter during her stint as a Fiesta agent. \u201cThe Fiesta wasn\u2019t as fast as the Lamborghini on the straightaway, but when it came to cornering and cool features like capless fuel-filler and push-button start, it was all about the Fiesta.\u201d<\/p>\n

There will be a total of 16 webisodes. The first set is already online. The second group will post in June.<\/p>\n

\u201cOur goal is to make people take a left-hand turn from their usual online browsing routine to check out how the Fiesta and its class-exclusive features can meet their driving needs,\u201d said Beebe. \u201cA zombie invasion might just convince them.\u201d<\/p>\n

2011 Ford Fiesta: Multicultural appeal<\/strong>
\nResearch shows that two of the largest consumer groups in the small car segment are young African Americans and Hispanics. Ford has developed a multicultural marketing and advertising campaign designed specifically to communicate the Fiesta message to them.<\/p>\n

To increase awareness of the Fiesta in the African American community, Ford launched a program called \u201cInspired by Color,\u201d which challenged people to use their own personal style to connect with the colors and distinct features of the new Fiesta. Last month, 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, and they will appear in a new television ad for the Fiesta that begins airing on the BET network June 1.<\/p>\n

\u201cOur goal was to create a unique program that truly embodied the spirit of Fiesta,\u201d said Crystal Worthem, Ford Multicultural Marketing manager. \u201cThe 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.\u201d<\/p>\n

In addition, radio commercials for Fiesta \u2013 produced with an urban flair \u2013 will air on 132 urban and adult contemporary stations in 78 markets throughout the country.<\/p>\n

According to David Rodriguez, Ford Multicultural Communications manager, the small car segment has a high concentration of Hispanic buyers \u2013 the largest of any automotive segment \u2013and many of them are bilingual.<\/p>\n

\u201cWhat\u2019s unique about our marketing effort for Fiesta is that we\u2019re focusing on bilingual to Spanish-dominant Hispanic consumers,\u201d said Rodriguez. \u201cDigital advertising will play a key role because we know that Hispanics over-index compared to average consumers on their use of the Internet.\u201d<\/p>\n

A combination of portal digital advertising and extensive social media outreach will direct traffic to www.readypatumundo.com (which means \u201cready for your world\u201d in Spanish). The website provides a consumer-centric introduction to the Fiesta, focusing on SYNC, push-button start and the overall design of the vehicle.<\/p>\n

\u201cThe website is unique in that the consumer can control how the words will show up in terms of being more Spanish-based or more English-based,\u201d said Rodriguez. \u201cThe technology is a first for Ford.\u201d<\/p>\n

In addition to digital advertising, Ford will increase Fiesta awareness in the Hispanic community through print and broadcast advertising. The ads, which will be predominantly Spanish with some English phrasing, will run nationally with emphasis in five target markets with the highest concentration of Hispanic small car customers: Los Angeles, Miami, Houston, New York and Chicago.<\/p>\n

– By: Kap Shah<\/em><\/p>\n

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New Ad Campaign for 2011 Ford Fiesta Besides announcing that its 2011 Ford Fiesta will average an EPA certified best in-class highway fuel-economy of 40 mpg, FoMoCo announced today that it will launch a new advertising campaign for its new compact starting tomorrow. The campaign will be built around the theme, “It’s a pretty big […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-567313","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/567313","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=567313"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/567313\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=567313"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=567313"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=567313"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}