Ford reaps 30pc hike after tweaking pitch

The result comes hot on the heels of new research demonstrating the accelerating demand for new automobiles in the mainland market. The Fiesta campaign, which was developed by J. Walter Thompson China, incorporated TVC, print, outdoor, radio and online advertising. Based around a creative that aimed to exploit users' joy of controlling a Fiesta, the branding positioned the car as 'delightfully drivable', while providing a feeling of being in control. This approach, which saw the Fiesta move away from its launch positioning of 'Join the party', was necessary to deal with the increased competition in the small passenger car sector, according to JWT China group account director, Fareeda Cassumbhoy. "The Fiesta launched in March 2003 and, at that time, in that particular segment, it wasn't as competitive as it is now," said Cassumbhoy, pointing out that both the Toyota Vios and Honda Fit entered the market during the latter part of the year. "Because of all the new competition, the unique benefits of the Fiesta that we highlighted in 2003 -- safety, interior space and drivability -- were not as competitive," she added. "We shifted from 'join the party'-- we believed it was more credible to generate the new positioning," said Cassumbhoy. The new branding campaign saw the soft launch of print ads in February this year, followed by the rollout of TVCs and more print in April. "The creative is more about owner testimonials," noted Cassumbhoy. "It's really believable and credible. The TVC depicts an office executive taking his armchair for a spin, because he wants to relive the sensation of driving his Ford Fiesta. "For the TVC, the core idea is that because this vehicle is so delightful to drive, you just want to exploit the fun of driving in your daily life." MindShare handled media for the client, which also included a range of product brochures and dealer videos and posters. "We purposely put a human touch to ride on the same testimonial feel as the TVC and print advertising," added Cassumbhoy. Research by Chief Executive China, published by Global Sources, meanwhile, helps to explain the surging demand for joint-venture-made automobiles among China's high-income segment. Polling 1,129 readers, the survey found that 64 per cent preferred to buy an automobile manufactured by joint- ventures, with 75 per cent choosing a sedan over MPVs and SUVs. Thirty-four per cent, meanwhile, plan to buy a car this year. The Ford Fiesta is unranked on the list of the most familiar local and JV brands, although 32 per cent are very familiar with the Toyota Vios. Bearing out the Fiesta's positioning, 88 per cent said that safety and overall performance are primary considerations.