Ford launches first global campaign

Ford is adopting a new global approach to its brand messaging with a launch campaign for the Ford Focus which includes 50 short adverts spotlighting technology.

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The car manufacturer says that the new Ford Focus model is its “highest-tech and most globally integrated” car it has launched and this is its first global advertising campaign.

The campaign will include 50 TV ad executions highlighting 14 technologies Ford claims have never have been offered in the segment before and are not available on competitors’ larger, more expensive models.

Ford says it is running shorter ads – 15 seconds in North America and 20 seconds in Europe – to fit with consumers changing media habits.

The ads break in the US on Tuesday (1 March) in the US and rolls out across Europe in the next few weeks. It will roll out in Australia, New Zealand and South Africa later in the year.


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Global activity also includes press, outdoor and social media and digital activity, all tailored to local markets.

In the UK, the Focus launch will be a central point of Ford Great Britain’s centenary celebrations.

Jim Farley, group vice president of global marketing, sales and service, says: “Ford is creating new ways to cut through the clutter and win consumers’ attention with information they care about most – technology that improves their lives. We had to find a way to talk about all the new features and technologies, and we had to do it in a quick and engaging way.”

The campaign was put together by WPP Worldwide.

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