Ford Fusion launched its new diesel variant a few weeks ago. It is quite usual for car companies to start a high decibel campaign announcing the launch that usually includes a mix heavily comprising TV, along with other media to accentuate the product features. In this case, Ford has decided to abstain from going on TV for its new variant, and has instead decided to rely heavily on print, radio, web and direct mail for its campaign that was launched on July 17.
Scott McCormack, VP-Marketing, Sales and Service, Ford India, said, “This is a product that targets a very niche group of customers, and we know how to get to them. So we don’t have to go for something as mass as TV.” Commenting on the brand positioning for this car, he said, “With this diesel variant, the ‘no-nonsense’ positioning for the Fusion makes even more sense.”
Talking about the positives of advertising on radio, McCormack explained that radio could amplify what one is doing on other media. “The medium can also work quite well for tactical campaigns like discounts and offers. Radio can also be a good value for money, and it can also get to people at the right time and at the right place,” he added.
For the web medium, Ford has used traditional banner ads, as well as animated ads in some online communications. The campaign is likely to go on for nearly two and a half months.
While JWT is the creative agency behind the campaigns for the car manufacturer, Mindshare is the media agency.