TAIPEI, Taiwan – What images spring to mind when you think of the Ford Fiesta? Fashionable, stylish, modern, or all of the above? In order to strengthen that linkage between Fiesta and such features, Ford Lio Ho joined the famous "Fashion Night Out" event run by Vogue Magazine.
The 2011 Fashion Night Out (FNO) was held in Xin-yi District, Taipei City – the centre of fashion in Taiwan – on September 17. One-hundred models graced the catwalk on a local overpass and 24 Ford Fiestas became the fashion shopping car for the occasion.
These 24 Ford Fiestas with special decorations drew a lot of attention while picking consumers up and dropping them off at three major shopping malls, including Taipei 101, BellaVita, and Shin-Kung A11. Passers-by also asked staff about further information regarding the Ford Fiesta, including the brand as well as the price. Dealers, as drivers of the shopping cars, showed their full support to the event and delivered brochures to the passengers in the cars.
"I feel proud that our Fiesta fleet and Ford team joined the fashion activity. Our cars fitted in perfectly on the night, and our team, including dealer, worked closely to make it a success. I personally had a great time at the event," said Albert Li, president of Ford Lio Ho.
To add more spice to the event before kicking off the exciting show, Ford and Vogue shot a video of the Fiesta and invited fans on Facebook to guess how many shoe boxes a Fiesta can hold. The first two participants with the correct or closest answer won an exclusive FNO t-shirt. The video attracted more than 70 comments from Ford Taiwan fans on Facebook on the first day it aired on September 2nd, and page impressions reached 14,383. Overall, for the seven-day campaign, there were 87 comments and 64 likes made by Ford Taiwan fans.
At the same time, Vogue also promoted the video on their Facebook fan page and received 58 comments and 101 likes.
Link to the video: http://www.youtube.com/watch?v=7WewSn0KZ1s&feature=youtu.be
While people may choose Ford Fiesta because of its eye-catching looks, the video allows more customers to learn more about Fiesta's features, such as its amazing capability. Its flexibility can be easily adapted to people's daily life no matter if they want to go shopping or on an outing. Moreover, through cooperation with Vogue, Ford's brand image is being strengthened and bringing it closer to young people.
A two-page advertorial featuring the Ford Fiesta as a fashion shopping car was published in September's Vogue Fashion Night Out edition, as part of pre-event publicity. One of the models, Stephanie Hesterberg, was invited to highlight Fiesta's stylish attributes.
"This is the second year that Fiesta has starred in Vogue's FNO event in Taiwan. With the joint
|How many shoe boxes are packed into a Ford Fiesta?
||A two-page advertorial in the 2011 Vogue Fashion Night Out publication featured Fiesta's stylish and high-tech attributes.|
|Vogue Fashion Night Out models gathered for the show.
||Ford Fiesta shopping cars cruise around three major shopping malls.
||Ford Fiesta fleet showed up in front of the Shin Kong Mitsukoshi. |
|One of the Vogue FNO models took a ride in a Fiesta.
||FLH President Albert Li (left) and Condé Nast Taiwan General Manager Sophia Liao posed with an eye-lash decorated Fiesta.
||FLH President enjoyed a ride in a Fiesta at the Vogue FNO event. |
programme, Ford's brand image and Fiesta's fashion attributes have been strengthened among trend-pursuing customers," said Veronica Tu, communications director, Ford Lio Ho.