It had been 30 years since U.S. consumers could get behind the wheel of Europe’s much loved Ford Fiesta. With new styles, drive trains and creature comforts Ford was ready to launch the “Fiesta Movement” here in the states.
In an effort to secure 100,000 test drives in less than 8 months Ford turned to radio. Prior to Fords launch day, carefully selected radio personalities met with Ford Fiesta product specialists for first hand experiences. Highlights from each DJ’s experience were captured on video and posted on the radio station’s website.
On Monday of each launch week, Ford Fiesta owned all ad messaging that ran within a pre-designated prime time hour. Additionally, DJ “brand ambassadors” created 2-minute conversational spots about the car.
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Takeover Promo | WKRK-FM | Cleveland
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Takeover Hour | KDWB-FM | Minneapolis
In every market stations identified local events that offered on-site display opportunities for the Fiesta. DJ’s and Ford product specialists set up interactive games and product displays enhancing the consumer experience.
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Event Promo | WNCI-FM | Columbus
On select days during the campaign, listeners were given clues to the location of a “marked” Ford Fiesta. The listener who spotted the “marked” car and approached the driver, were rewarded with gift cards.
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Spotter Promo | WZPT-FM | Pittsburgh
Results
Above and beyond the millions of impressions delivered on-air, Ford received an in-person audience of over 500,000 consumers in less than 100 days. Nationwide, Fords highest performing dealers were in the markets utilizing this unique Katz Marketing plan to generate leads, test drives and sales.
