Ford rolls out “We Speak Car” a dynamic ad campaign, to expand its share of the mid-size car market.
The new campaign is schedule to debut Tuesday, March 3 during the hit television show American Idol. In an aggressive move to motivate people to get out and drive a new 2010 Fusion or Fusion Hybrid, the three spots are designed to communicate three key messages: the 2010 Ford Fusion is the most fuel-efficient mid-size car in America; the new Fusion Hybrid provides best-in-class 41 mpg in the city; and both models offer smart, class-exclusive technology that customers want, such as SYNC. Print and out-of-home ads mirror the television spots in their presentation.
Watch the TV 2010 Fusion and Fusion hybrid ads
Experiential Campaign
Integrated into American Idol is “Fusion Music Video Challenge”, a season-long consumer promotion featuring the 2010 Fusion. For the challenge, customers will be directed to the Web to answer trivia about the latest Ford Music Video, where they will be entered for a chance to hang with the Idols and see a video filmed live, plus win a limited edition American Idol 2010 Fusion. During the season there will be additional opportunities for customers to experience the 2010 Fusion firsthand.
Digital Campaign
A digital campaign also will launch to draw consumers to find out more about the 2010 Fusion. Reinforcing “We Speak Car,” the campaign will use the 2010 Fusion fuel economy facts and the American Idol promotion to draw customers to the www.fordvehicles.com website. There they will experience the product proof “We Speak Car” as well as third party accolades, showing that “They Speak Car,” too.
Quotes
“We want car customers to know that we speak their language. We understand their needs, and we’re delivering what they want with the new Ford Fusion. Fusion has the goods, but we also bring the emotional elements. Car customers really are keying in on this marriage of fuel economy with ‘fun-to-drive,’ and no other car delivers as well on both. The ads are fresh and energetic. Rather than simply illustrate features and make claims, the graphics visually amplify the message that ‘We Speak Car,’ and we can say things that other vehicles can’t”
- David Sanabria, Ford Advertising Manager
“With the Fusion ad campaign, our goal is to get the facts out to challenge consumers’ perceptions and shake up beliefs about what the best choice is among mid-size sedans. The new Fusion delivers on all the rational considerations that are important to mid-size car customers – as the most fuel-efficient mid-size sedan in America, with quality on par with Camry and Accord, excellent resale value and low cost of ownership. Add to that the unique attributes that only Fusion delivers – bold styling; a fun, engaging drive experience and smart technology and you have to ask, ‘Why wouldn’t you buy a Fusion?’”
- Chantel Lenard, Ford Group Marketing Manager, Global Small and Medium Cars
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