Ford unveils first global ad campaign for the Focus

Ford has unveiled the first in a series of global ad campaigns for the Focus, which are designed to build a consistent brand position across its regional markets while maintaining "local flavour".

The TV, print and outdoor campaign, created by Blue Hive, WPP's dedicated Ford of Europe team, promotes 14 different technological aspects of the new Ford Focus model.

The car's features, such as 'Active Park Assist', which enables the vehicle to automatically park itself, and 'Start-Stop', which turns the engine turns on and off depending on whether the vehicle is stationary or not, are illustrated in each 20-second TV ad.

Ford is attempting to create an "accumulative effect" by launching a high number of short TV ads that inform viewers about the car's range of technologies.

The integrated campaign forms part of the manufacturer's wider 'One Ford' corporate strategy led by chief executive Alan Mulally, which aims to reshape Ford as a more efficient global company.

Ford will launch a range of cars across all its global markets, rather than differing versions in the US, Europe and Asia, starting with the Focus. New versions of C-Max and Kuga, based on the Focus vehicle platform, will follow.

Local marketing teams will be able to select from a range of 50 Focus TV ads and print and outdoor executions, as well as digital marketing, to add "local flavour".

Ads launch in the US on Tuesday (1 March) during TV talent contest 'American Idol', and rolls out in the UK and Europe in mid-March.

The campaign has been developed and overseen by Jim Farley, Ford's group vice president of global marketing, sales and service, and Elena Ford, global marketing director.

Farley said Ford needs to be "more consistent" in its TV and print advertising. He insisted the creation of a single global campaign does not result in one-size-fits-all marketing, and instead targets the "highest common multiple".

He said the company had rejected the possibility of promoting the Focus as a global vehicle as drivers "don't care".

Read our Marketing Profile interview with Jim Farley from 2009.

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