Ford - "This Is Now"

Blue Hive: Ogilvy, Mindshare, Wunderman London, Reino Unido

6665

Marca: Ford
País: Reino Unido

Anunciante: Ford Motor Company

Titulo	This Is Now
Agência	Blue Hive: Ogilvy, Mindshare, Wunderman
Campanha	This Is Now - Ford
Anunciante	Ford Motor Company
Marca	Ford
Data da primeira Transmissão/Publicação	2008 / 9
Produto	Fiesta
Sector Empresarial	Automóveis
Legenda	This is now
História	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.
Filosofia	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.
Problema	Deliver a pan-European multi media campaign for the new Ford Fiesta.
Tipo de Mídia	Televisão
Comprimento	60 seconds
Mercado	França, Alemanha, Reino Unido, Itália, Espanha
Trilha sonora	Transient
Pós-produção	Framestore
Director de publicidade	Mark Simpson
Redator	John Crozier
Director de arte	Dom Sweeney
Creative Partner	Greg Burke
Planeador	Stephen Wallace
Planeador	Magali Jaumol
Realizador	Noah Harris
Produtora	Blink London