Tag Archives: WPP

Ford Fusion Makes Rivals “Invisible”

Ford Motor Co. will be hammering away at how darn good-looking its 2013 Ford Fusion is in the multi-media launch blitz.

The automaker isn’t off base with this strategy, since the redone midsize sedan has gotten a slew of very positive ink for its good looks – not really a staple in the segment.

“The media  launch of the Fusion will showcase how Ford is shaking up the bland midsize sedan segment,” said Jim Farley, exec VP and group VP of global marketing, sales and service. “Why do car buyers have to sacrifice styling and forward-looking design for fuel economy? They don’t.”

This isn’t the first time a carmaker  has zeroed in on styling to push a midsize sedan. Most memorably, Nissan and its ad agency , TBWA, used “Cure for the Common Car” in fall 2001 to launch the 2002 Altima. Still, styling hasn’t traditionally been the focus to advertise cars in this category.

Ford and its ad agency, WPP Group’s Team Detroit in Dearborn, hired Chinese artist Liu Bolin as a consultant for the print ads. Bolin is known around the world for painting his body and clothes to camouflage himself in photographs and he helped TeamDetroit create print ads that make competitors’ cars invisible.

This behind-the-scenes video will give you a better look at Team Detroit’s Big Idea

The look of the ads is pretty cool and the Big Idea works with the strategy without being obnoxious or naming rivals.

The new Fusion is also on the back cover of Maxim’s annual “Best Stuff of the Year issue, due Nov. 18. Ford’s Mustang is on the magazine’s cover – a nice double play. Toby Barlow, chief creative officer of Team Detroit, said the magazine approached Ford, not visa versa.

Amy Marentic, group marketing manager at Ford,  said the Fusion launch ads try to use design and technology to stand out in the crowded midsize segment. “We also knew we had to appeal to the rational side, and the most rational thing about this car is the fuel economy,” she said.

So the ads do mention MPG. The theme line in the TV spots is : It’s an entirely new idea of what a car can be.”

The agency extended the “disappearing” act of the print ads to one of its three national TV commercials, like this :30 one :

The final editing of the final two spots got delayed by Super Storm Sandy; the outfit doing the work is based in lower Manhattan. One touts “while everyone else seems to be going in the wrong direction, Ford is not just going forward, it’s going in an entirely new direction.”

But the third spot is the most dramatic. This commercial, for the Fusion Hybrid, touts the car’s “outstanding performance” and estimated 100 mpg range.  It also shows viewers the only thing the car can’t do- drive off a cliff. Yes, Team Detroit “jumped” a new Fusion in a one-take shot in Vancouver and the ad should attract eyeballs. Once it breaks, there will be a behind-the-scenes video of how the spot was made. (The car used in the stunt isn’t drivable, Barlow said).

In typical Ford fashion, this big media part of the launch came only after a major pre-launch that started digitally with a big push in July. Marentic said Farley challenged her team to encourage 300,000 consumers to build and price the new Fusion before it went on sale.

Enter “Random Acts of Fusion,” a massive social media, online video effort starring Ryan Seacrest, Joel McHale and Kate Micucci. Ford launched the push on national TV in July, along with the site RandomActsofFusion.com. The push included scavenger hunts, local events and chances to win one of 3 Fusions.

In this video, McHale and Micucci explain how they’re going to create a documentary with the 100 new Fusions they got from Secrest.

OK. Not the funniest video ever and the others are similar in tone. Still, Ford said 2 million people have visited the Random site, which tallied more than 12 million video views. Plus, the push nearly doubled Farley’s goal for online Fusion build-and-pricing by consumers, reaching more than 520,000, Marentic said.

Ford isn’t done yet for the Fusion. Coming Thursday, Nov, 15 is “Go Further with Ford Night” at local dealers, named for the brand’s new ad tag. For each person who visits a participating Ford dealer that night, the dealer will donate $10 – up to a total of $500 – to a local charity. Some 2,200 Ford dealers have already signed up to participate, Marentic said. People who register at a dealership that day will be entered into a prize drawing to win a new Fusion.

Visitors 18 and older can also try to win a VIP trip to see the popular “American Idol” TV show by testing their talent judging skills on camera. Each dealership will have a webcam to see a special message from Seacrest before they do some judging on camera. (Ford has been a long-time backer of American Idol style, which returns in January on FOX.

Ford is certainly backing the new Fusion with a major push that should build street cred and sales for the car.

MAKING TRACKS: Ford Motor’s Jim Farley, already exec VP and group VP of global marketing, sales and service for the Ford brand, adds the Lincoln brand. Farley quickly moved Matt Van Dyke from US director of marketing communications for Ford and Lincoln to director of Lincoln globally for marketing, sales and service. He’ll report to Farley. The two men have known each other since 2000 and worked together when Farley headed Toyota’s lux Lexus brand and Van Dyke was the account chief at the brand’s ad agency, TeamOne.

Kevin Koeppen, who had been manager-advertising and media, succeeds Van Dyke.

You can find me, Jean Halliday, on LinkedIn, Facebook and Forbes.com

On Twitter at jhal2001

Rating Mazda’s New Ads

Does Mazda “Zoom. Zoom” in new ads from its new ad agency?
Not so much.
WPP Group won the first-bundled North American creative and media review for Mazda last summer. Creative from the newly-formed and dedicated TeamMazda shop has been starting to show up on television.
The commercials start out stark, using cardboard shapes on white backgrounds to accentuate points about a Mazda. Big bold words also appear on the stark backgrounds.
One of the latest spots shows an elephant shaped out of corrugated cardboard and on little blue wheels responding poorly to headwinds. The ad points out that Mazda’s crossover design is much sleeker than many elephant-like suvs out there since it’s more aerodynamic.
Here’s an earlier commercial, called “Cookie Cutter,” for the Mazda3i Sport using the same cardboard & lettering techniques and featuring the music of Pretty Ricky

This work reminds me a bit of Ford’s F-150 pickup work, from WPP sibling TeamDetroit. Probably no surprise since Team Mazda hired away some key folks from TeamDetroit.
These Mazda spots don’t really give viewers a crystal-clear idea exactly what the brand stands for. They don’t really capture Mazda’s fun-to-drive, “Zoom. Zoom” soul. They leave you cold.

To make matters worse– some  Tier Three ads,  or  those of individual dealers, are simply awful. Check out this President’s Day Sale ad for Brown Mazda in Toledo, Ohio

Other carmakers have wrestled with their all-over-the-map Tier Three ads before, so hopefully Mazda can come up with a solution.

All of this makes you wonder why Mazda opted for a review last year and decided to drop its agency since 1997, Doner in Southfield, Michigan.
Oh right, at the time Mazda CMO Don Romano said the automaker wanted “to consolidate to get greater focus and efficiencies.” He also said he wanted “more focus on brand strategy so we can’t deviate so easily.”
Romano said WPP’s analytical capabilities will help Mazda quickly figure out whether its ad efforts are working and if not, they can be changed.
We hope TeamMazda has more up its creative sleeves.
Mazda products are STILL better than its advertising.
The brand deserves much better.

MAKING TRACKS:  Gunnar Wilmot, moves into the office of  CEO and Partner at  The Ad Store in Manhattan. Wilmot retired (young) more than a year ago after 25 years at IPG, where he headed Gotham, McCann Detroit, and had been global account director on General Motors’ account at McCann.

Find me on Twitter @jhal2001

Doner’s Swan Song for Mazda- What a Long Strange Trip It’s Been

Mazda is launching its new Mazda2 small car on Facebook, the latest automaker to try to tap into the social media grapevine.
Visitors can play a game, enter a weekly and grand sweepstakes, do tasks to get virtual “bucks” to buy virtual stuff and get friends involved.

http://apps.facebook.com/driverville/

Check it out. Let me know how you liked it and how well you think it will work.

It loaded slowly on the first day and the background techno music for the game was annoying. I’m not a fan of similar Facebook games like Farmville, but then again I’m not in the younger target demographic for this five-door hatchback that’s smaller than the Mazda3.
The Facebook blitz will be followed in mid-August with ads on television, in movie theaters, print, lifestyle web sites and a music tour.
The campaign, including the Facebook push, is the swan song for Doner in Southfield, Michigan. Doner, Mazda’s ad agency since 1997 and creator of the automaker’s “Zoom.Zoom” ad tag, was topped in a review by WPP Group. WPP is now forming a new dedicated agency, dubbed Team Mazda, to handle the automaker in all of North America from a new office in Irvine, California. WPP assumes the account in October.
The new agency will be set-up similar to WPP’s TeamDetroit for Ford Motor Co., which until last year held a controlling interest in Mazda Motor Corp. TeamDetroit already bought Mazda’s national media and Mazda North America’s CEO Jim O’Sullivan worked for Ford for about 30 years until 2008, when he formally became a Mazda employee.
The folks at Mazda insisted some of the TeamDetroiters move over to their account at the new WPP agency and a lot of the back-office stuff will be handled by Team Detroit.
This all jives with the grapevine buzz before the formal review started this spring that Mazda had already heard a pitch TeamDetroit and it was in the bag. It was no secret among those in the know that WPP had coveted Mazda’s US account since its Ogilvy & Mather agency network was bested by Doner in the 90s’ pitch and that the folks at WPP had knocked on Mazda’s door for the North American account for a long time- unsuccessfully – until now. WPP’s JWT arm has handled Mazda in Europe for more than 12 years.
Mazda’s North America’s brass denied this, natch, although I suspect they protest too much.
O’Sullivan did tell me this spring he travels frequently to Ford World Headquarters in Dearborn, Michigan and also has meetings with his longtime acquaintances from WPP at nearby TeamDetroit.
He and CMO Dom Romano insisted the review wasn’t about Doner’s work and that cost wasn’t the major driver. Romano expects more integration from WPP and likes WPP’s analytical capabilities that can help Mazda quickly see whether ad efforts are working.
Mazda WILL see a cost savings, especially with TeamDetroit handling the back-shop stuff.
The brand’s Facebook effort comes two days after Ford’s boffo first-look, high-profile reveal of its all-new Explorer on Facebook, from TeamDetroit.

http://www.facebook.com/FordExplorer

Doner did some great work for Mazda. My personal favorite was the 2000 TV commercial that was really a brand essence video the agency did for the pitch showing children enjoying their bicycles and other toys with wheels. The Big Idea was Mazda makes fun-to-drive cars for adults in touch with their inner child.
Doner captured some of that in 2007 with this Mazda6 commercial

But some of that early exhilaration lost its zip. This 2007 TV spot for the CX-9 didn’t have the same Zoom. Zoom zing.

Mazda says it will keep Zoom. Zoom in its ads, which has been used around the world.

Looking forward to TeamMazda’s interpretation.

Fiesta is a “PRETTY BIG DEAL”

Ford is pulling out the stops to launch its 2011 Ford Fiesta small car. Already a year in pre-launch with the bar-setting social-media gambit at fordfiesta.movement.com, this splashy :60 commercial from Team Detroit will arrive during the live broadcast of “American Idol” May 18 on Fox. And you’ll see it in theaters next month.

The commercial, and a pair of :30s from WPP Group’s Team Detroit shows off the car’s features in a fun way that’s refreshingly different for the auto category. “It’s a pretty big deal” is the theme of the blitz.
Starting at $13,995 for the sedan and $15,795 for the five-door hatch, the new Fiesta is indeed a big deal: A big batch of technology, including more than a dozen features that are first to the small B-class segment, like a 6-speed automatic tranny and LED parking lights. This is Ford’s biggest car launch of the year.
Ford is making hay over the fact that Fiesta has a better fuel economy rating from the EPA, at 40 miles per gallon, than the comparable-sized Toyota’s Yaris (36 mpg) or Honda’s Fit (35 mpg).
Ford said at a press conference today at Team Detroit that the Fiesta Movement, which started last May, has generated 132,000 hand raisers, 80% of whom are new to Ford and 30% are under 25 years old. Of the hand raisers, 11,000 shifted to make a purchase agreement with a dealer. That translates to a 14% conversion rate, which Ford said tops its typical rate of between 1 and 2%.
Get this: Matt VanDyke U.S. marketing director, said the Fiesta’s year-long prelaunch was 5 times more efficient than any other prelaunch Ford has done. Ford gave 100 “agents” active in social media a Fiesta and some sort of buzz-generating assignment every month for six months starting last May. The second round of agents, 20 teams of two people, started early this year.
The car isn’t even in showrooms yet- not ’til this summer, though Ford is being vague about exactly when.
But wait- there’s more, lots more.
A half-dozen Fiesta webisodes created by Ford-picked “agents” went live last week at http://www.fordvehicles/fiesta.com and have already tallied 500,000-plus views. Not a big fan of the “Dawn of the New Key Fob” episode, in which a zombie chases drivers of the Fiesta, Yaris and Fit through the woods. Then again, I’m not the target audience for this stuff.
Fiesta’s launch also has magazines, events, digital, out-of-home, and a major multicultural push. Zubi handled the national and local Hispanic TV and print ads, which are aimed at bi-lingual consumers and mainly in Spanish. Digital ads on portals and a social media play will direct traffic to http://www.readypatumundo.com, which means “ready for your world.” Univision created the African-American portion, which includes a national TV ad and a big radio splash.
The second round of “agents” will stage at least 100 Fiesta events between now and summer’s end.
Ford says this is its new go-to-market strategy.
Rivals, take notes ….. and learn. Imitation is the best form of flattery!