JAKARTA, Indonesia — Setting the stage for the launch of the new Fiesta, Ford Motor Indonesia (FMI) announced an innovative and interactive pre-launch campaign, the Fiesta 24-Hour Project, designed to engage young and connected Indonesians by matching their personalities, lifestyles and tastes with the new Ford Fiesta.
“We’ve had fantastic successes with our previous launch campaigns using unique, interactive and engaging consumer initiatives,” said Bagus Susanto, managing director, FMI. “The ‘Fiesta 24-Hour Project’ is another great way to connect our segment-leading vehicles with the lives and lifestyles of Indonesians.”
From August 21 to September 3, participants will be asked to pick a Fiesta archetype that matches their personality and time-of-day that best reflects their lifestyle. The participants can start sharing their respective Fiesta archetypes with friends on Facebook, Twitter and Instagram from September 7-20 to become eligible as one of the eight ‘Fiesta 24-Hour Project’ finalists.
"Our target market for the new Fiesta is young Indonesians who are always connected to the Internet. Therefore, we utilize every popular social media channel in this campaign," explained Roy Lontoh, marketing manager, FMI.
"The campaign will culminate at the official introduction of the new Ford Fiesta at the Indonesia International Motor Show next month," added Roy.
The top scoring participant from each Fiesta archetype - or a total of eight finalists – will be announced on September 28. This will be based on the participants’ individual scores and points earned throughout the project period.
At the upcoming motor show, FMI will introduce three variants of the new Ford Fiesta 1.5L, namely Sport, Trend, and Style, in various enticing colours. The new Fiesta will also come equipped with many class-leading features, such as Active City Stop, rain-sensing windshield wipers, and EcoMode.
"We will also introduce our award-winning in-car connectivity system, SYNC, in the new Ford Fiesta," said Bagus. "This feature will greatly enhance the Fiesta and make it even more user friendly."
The Fiesta 24-Hour Project is another great way to connect Ford segment-leading vehicles with the lives and lifestyles of Indonesians.
Many class-leading features will greatly enhance the new Fiesta and make it even more user friendly.