DEARBORN - Today Ford Motor Company launched its first-ever global advertising campaign which will progressively introduce consumers around the world to the amazing technology story of the all-new Ford Focus. Jim Farley, group vice president of global marketing, sales and service, discussed with @Ford Online how the campaign itself encompasses the One Ford vision and marks a significant change in the company’s global marketing model.
Q. Why does it matter that this is a global campaign?
A. There are many reasons why we chose to do have one global advertising campaign for the new Focus. But there are two main reasons that encompass all of the rest:
1) By focusing our efforts on one single advertising campaign, we are able to more efficiently deliver the highest quality material and assets around the world
2) Having just one agreed global story around the world helps us consistently deliver our message. By having this one message, we are able to build Ford brand loyalty in our markets
Q. Do people see the exact same ads in every country?
A. No. While we used just one production plan and a single agreed global storyline, there are actually 14 unique scripts resulting in approximately 50 spots tailored to specific launch markets. For example, an ad detailing the new Focus' Active Grille Shutters might feature a sedan in North America, and the same ad might feature a hatchback in Europe, though the explanation of the technology on screen is common. Because the differences are relatively minor, we are able to use one production plan and work more efficiently.
Q. Do the ads debut around the world at the same time?
A. No. The ads will debut according to the launch dates for the vehicle. We will begin airing them in the United States on March 1 during "American Idol," and then they roll out in Europe from late March. In key markets like Australia, New Zealand and South Africa, the ads will begin airing this coming summer. Finally, we intend to air ads in South America and Asia as these markets get closer to their Focus launch dates in 2012 and beyond.
Q. If I am not located in Europe or North America, how can I see the ads?
A. Anyone will be able to view the ads as we start to roll them out on Ford's YouTube channel today (Thursday, Feb. 24.) The role of our employees around the world is critical to the success of the new Focus, so we would like to ask all of you to share these ads with family and friends wherever you are by email or through social media channels like Facebook and Twitter. While the new Focus might not be launching in your market until later, the ads are a great introduction to the car and its technologies, and we are grateful for your support in doing anything and everything to reinforce the importance of this new car globally and its role in Ford's overall plan. You are the most important advocates for our brand, and we really appreciate your enthusiasm and support!