As one of Ford's bestsellers, the new Fiesta has been completely revamped in terms of design, technology and extensive equipment. Above all, it is a superstar when it comes to music. This is ensured by the B&O Play sound system developed especially for the Fiesta. At the same time, Ford is supporting the Energy Air again this year as official car sponsor.
Music was the unifying element in the campaign that Ogilvy & Mather developed for Ford. The target group was given the opportunity to engage with the product via two different channels.
The first was a classic advertising campaign that used various advertising materials to invite customers to take a test drive of the new Fiesta and to secure tickets for the Energy Air at the "Fiesta Days" in mid-August. Ogilvy & Mather used a whole orchestra of advertising media. Starting with print ads, online activities such as Youtube pre-rolls, display ads and a special Fiesta Superstar landing page (Fiesta-superstar.ch) to the unmistakable radio spot.
And once by means of a content campaign in which the Fiesta Karaoke superstars were sought. Three teams were selected, each of which was allowed to test drive a new Fiesta for two months and, based on the popular Carpool Karaoke, had to perform songs and post them online. In this way, they were able to collect likes and get a head start for the final at Energy Air, where the festival audience will vote for the Fiesta Karaoke Superstar 2017.
In terms of content, the theme of superstardom forms the common thread running through both the advertising and the content concept, thus creating a homogeneous overall message. For the visual cohesion of both campaigns, Ogilvy & Mather created a stringent look of all communication appearances through the playful visualization of music, which visually connects the print and online media as well as the social media and PR activities.
Responsible at Ford Motor Company Switzerland: Marc Brunner (Director Marketing), Raphael Fasler (Supervisor Marketing Communication), Maya Frick (Communication Assistant). Responsible at Ogilvy & Mather: Thomas Bolliger (CD); Mark Levay (AD); Marcel Elsener (text); Sascha Isenschmid, Filippo Salmina (DTP); Jill-Nadine Reuvener, Cornelia Grüninger (consulting); Jonathan Schipper (overall responsibility); Mindshare (media agency), Admeira/Ringier (cross media partner).