|Title||This Is Now|
|Agency||Blue Hive: Ogilvy, Mindshare, Wunderman|
|Campaign||This Is Now - Ford|
|Advertiser||Ford Motor Company|
|Date of First Broadcast/Publication|
|Tagline||This is now|
|Story|| CAMPAIGN SUMMARY|
In October 2008 the Mk VI Ford Fiesta was launched with a campaign called 'This is now' designed to attract fashion-conscious, digital-native younger buyers and the older mass market who wanted to be them. Like the car, the campaign's substance was style
The campaign objectives were to reinvent Fiesta as a style icon as well as grow small car segment share, grow sales volume and increase high-series sales mix.
The creative strategy was to behave like a fashion brand cool and enigmatic; visual not reasoned. The big idea "This is now" was about how cool design, such as Fiesta, is influenced by the fashion zeitgeist.
All communications featured a wealth of images commissioned from designers and artists to capture the spirit of everything which is cool about 'now'. The TV commercial didn't explain the features; it was an allegory about being young and cool.
Targeted media included style titles (Vogue), sponsorship (The Devil Wears Prada) and activation in night clubs. The microsite featured the fashion zeitgeist art, encouraging people to create their own (on Flickr), share it and mash it up. A digital outreach campaign strand engaged a few hundred fashion influencers to create buzz.
Full year 2009 Fiesta share in the Big 5 was 13.6%, 1.8% points above objective, making it the No.1 selling small car; the share increased in each country in the Big 5. We have demonstrated a direct return on marketing investment of 3.41 for every 1 spent on Fiesta communications from launch in October 2008 to end of December 2009. Also, High Series Mix in 2009 was 45%, resulting in incremental revenue per unit of 1,600, (+12.5%) to 14,400.
|Philosophy|| The new Fiesta is a radical departure from the previous model, particularly in terms of design; it is now chic, modern and sophisticated and is a bold expression of Fords kinetic design philosophy.|
The idea behind the campaign is to position the Fiesta at the heart of todays Zeitgeist, and to align it with everything that is contemporary and fresh, from art to design, to architecture to fashion. The car will be established as a style icon.
|Problem||Deliver a pan-European multi media campaign for the new Ford Fiesta.|
|Advertising Manager||Mark Simpson|
|Art Director||Dom Sweeney|
|Creative Partner||Greg Burke|
|Account Planner||Stephen Wallace|
|Account Planner||Magali Jaumol|
|Production Company||Blink London|