Cannes Lions

NEW FORD FIESTA

J WALTER THOMPSON, Sao Paulo / FORD / 2003

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Overview

Entries

Credits

Overview

Execution

The launch format created for the New Ford Fiesta, composed of several media so together they could generate impact and separately complete each other, was crucial for the campaign's success. The idea was to grab the consumer's attention in a high clutter market (media teaser), communicate in an impacting manner with the least possible dispersion (formation of 120-second open TV network, 60-second spot, 30-second spot, 10-second spot, Cable TV, Magazines, Billboard, External Media, Cinema, Internet), talk to the right people during the right period and maintain the recall/interest after the launch (30-second open TV flight, Magazines/ External Media support).

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