Ford Fiesta - Fiesta Movement

Team Detroit Dearbon helped Ford Fiesta to gain credibility with the young, city-dwelling Fiesta target audience.

Ford Fiesta – Fiesta Movement

Team Detroit Dearborn

THE SUMMARY

Designed for zippy city driving, the Ford Fiesta represented an opportunity for the Ford Motor Company to prove they "got it" – that they knew people wanted small, efficient cars that weren’t an embarrassment to own. The potential it contained for the company was enormous. But Ford – the company known for trucks and SUVs – lacked credibility with the young, city-dwelling Fiesta target audience.

If we were going to have a shot with this target, we needed to start talking early and often about this truly unexpected offering from...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands