2011 Ford Fiesta: Marketing Mundo

June 24, 2010

I recently blogged about a great, very slick, very well choreographed Ford Fiesta ad that put a huge smile on my face. It was an ad meant to impress the world, and leave you with the idea that this car is something special, despite being a sub-compact. And first and foremost, it was the slickness and creativity of the ad that caught my attention.

And then I got a tip about a different kind of ad campaign that Ford is working on that is simple, honest and to me the antithesis of that Broadway-esque ad that gave me pause to think. Ford is going after a genuine feeling. 

I am always impressed at just how good the marketers, advertisers and creative people of the world are at finding new ways to spin old messages, and in this case finding a micro-niche marketing plan to sell Detroit iron that was inspired by European automobile sensibilities to the U.S Latino community. Wow, that was a marketing mouthful.

Ford, already one of the better innovators at using the web to promote its cars, is using YouTube to spread the word to the world, or in the case the "mundo". It's all to be seen on YouTube at Ready Pa' Tu Mundo where there are some very good, very authentic, and in my opinion intentionally simple ads for owners who love their Fiestas and the many features the car offers. Not to mention some sweet singing. 

I checked out several of them and the "dragon eyes headlamps" ones on the ambient lighting are my favorite. Short, direct, no flimflam and they speak to the (Latino) viewer in Spanish. If you speak Spanish, check it out, and even if you don't, you can see a whole different way to market a car to a specific demographic that I think is clever.

Check out a few of the ads and let me know what you think.

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