Ford Explains Extensive New Technologies in Ford Focus To Global Consumers Using New Advertising, Techniques

Ford’s first-ever global advertising campaign highlights Focus’ 14 key technology benefits in 50 commercials, tailored for markets where the all-new vehicle will be sold

• New Ford Focus comes standard with so much technology, Ford rethinks its storytelling approach for consumers worldwide, tapping talents of unique global team
• Ford’s first-ever global advertising campaign highlights Focus’ 14 key technology benefits in 50 commercials, tailored for markets where the all-new vehicle will be sold
• New Ford Focus launching across North America and Europe in next several weeks

New York, Feb. 24, 2011 – The new Focus is the highest-tech and most globally integrated car Ford has ever produced. The way the company is introducing the new product to worldwide consumers is a first of its kind, too.

“One out of every four vehicles sold worldwide is from the C-segment. 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,” said Jim Farley, group vice president of Global Marketing, Sales and Service.

“The Focus truly embodies our Ford brand pillars of Smart, Green, Safe and Quality. The Green and Smart pillars were particularly important to our target customer for Focus, and that became our greatest communications challenge,” Farley added. “We had to find a way to talk about all the new features and technologies, delivering everything from better fuel economy to hands-free connectivity with mobile devices and even a more fun driving experience. And we had to do it in a quick and engaging way.”  

Ford partnered with a team of marketing experts throughout WPP’s global operations to develop simultaneously 50 television commercials highlighting 14 key Focus technologies, many of which never have been offered in the segment before or are not available on competitors’ larger, more expensive models. 

The quick-hitting spots – generally 15 seconds for North American audiences and 20 seconds for European ones – are tailored for worldwide markets where Focus will be sold. The collection marks Ford’s first-ever global product advertising campaign.

“This seems especially fitting, given the new Focus is Ford’s first global product created from day one under our One Ford plan, which drives us to better leverage our global assets and deliver profitable growth,” Farley said.

Developed in Ford’s engineering facility near Cologne, Germany, the new Focus will be sold in markets around the world, starting with Europe and North America in the next several weeks. Focus production begins for Asia Pacific customers next year.

To showcase Focus’ technology leadership, the integrated Ford-WPP team created 14 unique scripts, shot product footage in South Africa in December and married it with studio elements created in Belgium and London.

Led by Creative Director Greg Burke of Blue Hive – a collection of WPP agencies in Europe brought together to support Ford – the team simplified production complexities and streamlined both time and budgets, delivering the most globally integrated campaign in Ford history.

The ads debut Tuesday, March 1 in the U.S. during FOX’s “American Idol.” The campaign then rolls out across select countries in Europe in several weeks and in the second half of the year in Australia, New Zealand and South Africa. 

The new advertising campaign builds on a collection of Focus launch initiatives already under way, including the industry’s first Global Test Drive, which allowed 100 consumers from 13 different countries to drive the new Focus in Madrid before the new car arrives in dealerships.  Many of the participants at last weekend’s test drive also won the opportunity to donate $10,000 (U.S.) to their favorite charities.

To view the commercial spots:
http://www.youtube.com/watch?v=6Pd08F5W-gQ
http://www.youtube.com/watch?v=zg1MzVgqoZg
http://www.youtube.com/watch?v=rxoFd7EPGfw
http://www.youtube.com/watch?v=jDM2HIdxymU

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 164,000 employees and about 70 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com.