Fusion Campaign Aims to Attract "Upper Funnel" Buyers

Apparently, Ford is doing well in the marketing and advertising chapter. Using its resources wisely, one campaign follows another.

After the launch of the "Fiesta Movement", Ford is now using its 2010 Ford Fusion campaign to target people who aren't in the market to purchase a car... yet, Advertising Age reported. In fact, the Detroit-based automaker has just debuted the 2010 Fusion campaign with three spots that were broadcasted on Fox.

The three commercials carrying the theme "We speak car" address to the "upper funnel" or potential buyers on the road. As Matt Van Dyke, director-marketing communications for the automaker, claims, the purpose of the campaign is to familiarize Americans with the Fusion as 40 percent of them are not aware of the brand yet despite the fact that the midsize sedan was launched in the US in 2005.

"With the Fusion ad campaign, our goal is to get the facts out to challenge consumers' perceptions and shake up beliefs about what the best choice is among midsize sedans," explained Chantel Leonard, group marketing manager for Ford's small- and medium-size cars globally.

The commercials carry a clear message and points to midsize sedan buyers rational reasons of purchase: fuel economy, price and value. In addition, they mention the car's nice styling and the fact that it is extremely fun to drive. Judging by the three ads, we might assume that Ford has not spent much on them as they only used digital technology. After all, this is a cheaper way for advertising as well.

Van Dyke said Ford has already been spending about 20% of its ad budget on the digital chapter. The automaker has also planned a Nascar-tied promotion called "We race. You win." in the online environment. The promotion will run through November 15 and visitors to can win a VIP trip to Ford Championship Weekend in Miami in November and a 2010 Fusion.

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