Ford Fiesta – This is now Launch 2009

Category: Consumer Durables
Agency: JWT-NZ
Advertiser: Ford New Zealand

SUMMARY

Launching a new vehicle to a declining market in the middle of a recession is a hard ask at the best of times. Add to that, the pressure of launching a vehicle that has been globally touted as the product that will “save the [Ford] empire”i and the sweat really starts pouring.

In early 2009, Ford was faced with exactly that proposition with the introduction of the new Fiesta. A redesigned, reengineered version of their somewhat tired offering in the vital small car segment, this was a crucial launch to get right.

They needed to change perceptions of both the Fiesta badge and the Ford parent brand and to do it they needed to engage a brand new audience.