CASE STUDY: Ford launches an aesthetically pleasing Fiesta in China

Aim

Ford and JWT set out to launch the Fiesta in China by demonstrating leadership in design and emphasising the car's pleasing aesthetics. A secondary aim was to generate desire and anticipation supported by rational reasons and to create an appealing brand personality.

Execution

The launch campaign was divided into three phases: pre-launch, pre-sell and launch to promote the idea of the Ford Fiesta as a car born to wow. Presented as bold and stylish, the Fiesta was highlighted in TV and print commercials that demonstrated both brand personality and rational reasons to purchase. Meanwhile, a range of digital channels including a designated site, online ads, IM Robot and social media reached the target audience directly. Innovative road shows in the pre-sale phase brought the car closer to consumers, while an activation event, 'Are you born to wow?', engaged target consumers and encouraged them to share the Fiesta's bold and stylish DNA. The agency also created in-store supporting materials for authorised dealerships.

This was an integrated campaign with a strong focus on digital and leveraging experiential and non-traditional channels. There was communication with target customers (and beyond), and the key reasons for buying were addressed.The Ford Fiesta launch message was delivered to the audience step-by-step and the virtual world was linked to the physical.

Results

The campaign became one of the most successful compact car launches of the year in China. Retail volume surpassed the target by 60 per cent. Almost 3 million potential customers visited the launch website, while more than 322,000 nationwide followed through with visits to Ford showrooms to enquire about the car. Page views driven by word-of-mouth totalled almost 3.3 million.

This article was originally published as part of the 2010 Top 1000 Brands report.