The campaign, developed by JWT and titled ‘Live bold, live sexy’, includes outdoor and digital elements as well as a TVC that features a sleek, futuristic assembly line. Among its tactics to generate buzz, Ford has linked with MSN and local sites QQ music and social network Kaixin to allow users to view the campaign.
“We wanted our target customers to feel an instant connection with the Fiesta and realise that they share this DNA too,” said JWT senior creative director Elvis Chau in a release. “From Fiesta's enthralling production process they will realise this car is made just for them.”
Fiesta’s campaign marks the first major push launched by Ford following the company’s announcement that it will move its regional headquarters from Thailand to China last month. The decision came as the automaker faces public financial hardship.
According to a spokeswoman for the company, Ford chose to relocate to China to be better connected with the growing buyers’ market and to be closer to the domestic car companies with whom Ford has joint-venture partnerships.
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