• May 18, 2010
2011 Ford Fiesta – Click above for high-res image gallery

Actually, the Ford Fiesta marketing campaign started well over a year ago with the Fiesta Movement social media effort. The primary advertising campaign is now moving into the more traditional print and broadcast areas as well as a new phase of the "Movement." The first 60-second TV ad will air Tuesday night during American Idol and then spread to movie theaters to lead in the big summer blockbusters.

The more interesting aspect of the campaign will be the online webisodes that feature Fiesta Movement agents in short films. What's not to like about zombies and key fobs to advertise a hip new car? Another webisode may be a play on last year's Fiesta vs. Corvette comparison on Top Gear with the little Ford facing off against a Lamborghini this time.

The tag-line of the campaign will be "It's a pretty big deal" referring to all of the features and equipment that are either standard or available in the Fiesta including the seven airbags, push-button start, heated leather seats, SYNC and especially the 40 mpg highway fuel economy. Ford is heavily promoting this as a premium small car rather than just a cheap, small car. One of the print ads features a comparison of the air bag count as compared to the BMW 3 series.

In spite of that premium feel, Ford is still promoting value although not necessarily the way they have in the past with a low-ball entry level price. Instead, the hatchback Fiesta, which starts at just over $15,700, is being pitched against the Honda Fit Sport.

With down-sizers, urban dwellers and younger buyers being the primary target market a big part of the campaign will also involve ad buys on urban and adult contemporary radio stations as cable channels like BET. Check out some of the ads and webisodes after the jump.




[Source: Ford]




















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  • 54 Comments
      • 4 Years Ago
      I think this will be a big seller. When can we start seeing SVT, Saleen, Roush, Steeda, Martha Steward, etc,.... editions Autoblog?
      • 4 Years Ago
      I'm waiting for the "Joe Biden edition". I heard it gets 45 mpg.
        • 4 Years Ago
        @arkz

        Dude, different tests. I don't know if Estonia even regulates fuel economy or relies on EU tests or what, but the American test is its own thing.
        • 4 Years Ago
        This is something that puzzles me - fuel economy. It says the Fiesta gets 40 mpg highway... Now I did the math, and the Fiesta they offer here in Estonia, with the 1.6l engine, gets 65mpg highway and 45mpg city. What the hell did they do to the American version???
        • 4 Years Ago
        like showing up at a Tea Party!
        • 4 Years Ago
        That WOULD be a big effing deal!
        • 4 Years Ago
        But then the Fiesta will be ignored until it does something offensive.
      • 4 Years Ago
      Man, I'm starting to want this car more and more every day. Come out with some kind of performance package (RS+4wd!?) and I'd very seriously consider it for my next car.

      Ford, you have a winner, now make it a legend...
        • 4 Years Ago
        My bad, AWD. Regardless, just because it has worse fuel economy doesn't mean you have to write it off as a higher-end trim, they can still advertise the base at 40. I just think it would be neat for Ford to incorporate a little of their WRC tech into production cars here in the US similar to what Subaru has done with their STi...
        • 4 Years Ago
        If it had AWD (not 4wd, only trucks have that, you obviously don't know what you are talking about), the MPG would plummet to high 20s/low 30s.
      • 4 Years Ago
      http://jalopnik.com/397712/diesel-ford-fiesta-smokes-prius-gets-625-mpg

      And the US will never see the 62.5-mpg diesel version, right?

      P.S. Ford needs to pick better names for their cars. Fiesta? Pinto?
      • 4 Years Ago
      How's the performance of that 1,6l/40mpg mill? Anywhere close to the Polo GTIs 1.4 l/180 hp/250 Nm?
        • 4 Years Ago
        No - the closest rival from VW is the Polo 1.2 with the 105bhp TSI unit, which is more powerful than both the 1.2 litre and 1.4 litre petrol engines in the Fiesta but not quite as powerful as its 1.6.
      • 4 Years Ago
      What will Ford do when Hyundai brings out their 40 plus mpg 1.6 GDI engine Accent?
      • 4 Years Ago
      These ads are 'just right', they're fun, honest spots that are reaching a broad spectrum of customers regardless of age, race or gender. Not to mention, this is a great car.

      Or are you guys just upset because the time has come for Toyota to go packing?

      It is a pretty big deal alright.
      • 4 Years Ago
      lame & annoyingly cheap CGI
      the Ford fan in me feels ashamed
      • 4 Years Ago
      great commercials, zombie one especially, much better than past commercials...remember the whole driving on the "edge" :-s

      probably the best new vehicle launch in history
      • 4 Years Ago
      Love the zombie and the Lambo ads. Great.
      • 4 Years Ago
      Went to a local dealership and the salesman told me I'm looking at 17k pre-tax on a base model Fiesta...wtf
      • 4 Years Ago
      Both Motorweek and Autoblog say the standard car is underpowered...

      Time for a low boost version of the Eco Boost for the ST, maybe 140-150hp?

      It shouldn't just compete with the Honda it should WHALOP it.
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