Ford launched the Fiesta, which it claims is the UK's biggest-selling retail vehicle, in 1976. It is now concerned that the model does not have sufficient appeal to women and younger drivers, and is launching a campaign featuring a pink Fiesta that carries the line 'This is now', as well as Ford's corporate strapline 'Feel the difference'.
The TV ad plays on the idea that consumers are influenced daily by what they view on screens, such as televisions and computer monitors. Images that have played a part in the design of the Fiesta flash up on different screens before the vehicle itself is shown.
The campaign, which will run until the end of the year, also includes outdoor, direct and digital elements.
Ford has tied up with MSN to create a 'This is now' social networking site, while Ford of Britain marketing director Mark Ovenden has secured press partnerships with The Sunday Times and News of the World.
The Fiesta will also be promoted through Ford's branded TV content, which includes Bite, a joint venture with Channel 4.
The campaign, created by Ogilvy, will break on Friday with a 30- second TV execution that will run on Channel 4 during Ugly Betty.
The relaunched Fiesta will represent Ford's last major release of 2008, ahead of the launch of the redesigned Ka early next year. The brand launched its Mondeo and Kuga models during the 2007 and 2008 UEFA Champions League Finals, respectively.
Since the Fiesta launched, 3.4m have been sold in the UK. Ford sold more than 100,000 of the model last year.
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