Ford launched a new campaign introducing its Fiesta model to US consumers, ahead of the global launch in 2011. An American version of the Fiesta was sold in the US between 1978 and 1980, but the car has not been available in US dealerships since. The campaign, via WPP’s Team Detroit, focuses on the technological benefits such as its push-button ignition and electronic central locking system. The effort, which launched 5/18 during an episode of American Idol, also uses the tag, “Pretty big deal.” The car was previously only available in Europe.
Ford has also been preparing for the introduction with a social media campaign entitled “FiestaMovement.” Another humorous ad compares the convenience of Fiesta with the Honda Fit and Toyota Yaris, with drivers of the three cars chased by a zombie.
A global campaign for the Fiesta, created by WPP’s new agency dedicated to Ford, Blue Hive, will launch later in the year, reports Marketing Magazine.