Stephen Wallace
Stephen Wallace
Account Planner at Ogilvy & Mather Group UK
London, United Kingdom
TitleThis Is Now
Agency
Campaign This Is Now - Ford
Advertiser Ford Motor Company
Brand Ford
Date of First Broadcast/Publication
Product Fiesta
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 Ford’s kinetic design philosophy.
The idea behind the campaign is to position the Fiesta at the heart of today’s 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.
Media Type Television
Length
Soundtrack Transient
Advertising Manager
Copywriter
Art Director
Creative Partner
Account Planner
Account Planner
Director
Production Company
Post Production

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