FGP launches their first local B-car in the digital world, tapping online portals for a wide reach to engage a wider market of online users and fans. The Ford Fiesta is the first product of the OneFord Policy implemented by Alan Mullally, boasting a single B-segment platform for the entire world market.
The new Fiesta is the first in a wave of stylish vehicles being brought to world-wide markets under the ONE Ford plan, and went on sale in Germany back in October 2008. It quickly became the second-best-selling car for all markets in Europe and the leader in the European small car segment.
After its European introduction, the Fiesta was launched in South Africa, Australia, New Zealand and China. Global retail sales of the car reached 470,000 units through September 2009, with 430,000 sales in Europe and 40,000 in the Asia Pacific region. Continued strong demand for Fiesta through October has pushed the total number beyond 500,000. Since the introduction of the Fiesta nameplate in 1976, Ford has already sold 12 million models all over the world.
On the run up to the new Fiesta's formal launch at the Philippine International Motor Show, Ford Group Philippines opened 3 online portals to stir up the Fiesta frenzy.
The first is ConnectWithFiesta.com, where readers get to connect with fellow Fiesta followers from across the region to witness the campaign of Ford Fiesta. "We have followed the global success of the Fiesta in the digital environment and we cannot be more excited to bring the same phenomena to our shores," says Steven Tan, FGP Vice President of Marketing and Sales. "We are eager to invite everyone to 'Connect With Fiesta' online - to see just what we have in store for Filipinos and to feel the difference that the all new Ford Fiesta will bring to the Philippines."
Ford.com.ph on the other hand, is the Ford Philippines corporate website that serves up showroom and service location as well as product information to the user desktop in an easy to navigate and convenient format. In the Fiesta digital campaign, the Ford corporate website practices permission marketing in capturing visitors' basic information that will support updates and marketing information leading to the public launch of the new Ford Fiesta.
The third digital platform in the campaign uses the social media platform Facebook. With a reported 9 million-strong friend base in the Philippines, the "Ford Fiesta in the Philippines" Facebook site is poised to bring in a legion of Filipino Facebook friends alongside the rest of the Fiesta Facebook sites around the world.
With the "Ford Fiesta in the Philippines" Facebook page, visitors of this portal can register and join the Ford Fiesta Scale Model (1:18) giveaway promotion. Winning is easy! Once you click the button "Like" on the page, this will give you access to join the Fiesta Scale Model giveaway promotion tab. Winners will be randomly selected and the promotion will run through June 3 to September 30, 2010.
Five (5) Limited Edition Fiesta Scale Models will be given away every week starting from June 18 to September 30, 2010. One daily winner will be drawn from Monday to Friday. Winners will be announced on the Ford Fiesta in the Philippines Facebook page and be notified via email or Facebook Personal Message commencing the third week of June 2010. Winners will likewise be announced on Connectwithfiesta.com.
"Ford Group Philippines connects with a new generation of Filipinos who live their lives connected to the digital space. Our experience across the world tells us that the Ford Fiesta is the vehicle of choice for these active breed of bold, stylish and confident individuals who love to be engaged through different touch points," added Tan. "Through these new online portals, we begin the Ford Fiesta story in the Philippines. The months ahead will truly be exciting."
Alongside the online community, there will also be an exciting and unique Ford Fiesta display, which will consist of a life size version of the Ford Fiesta, set to be located in different malls around Metro Manila. Catch the Fiesta toy box on these dates: Bonifacio High Street East Block from June 3-6, Metrowear YDG Fashion Show at the NBC Tent on June 8, Toy Con 2010 at the Megatrade Hall 2-3, SM Megamall from June 19-20. For more dates and information, connect with Ford Fiesta in the Philippines online.