Ford Fiesta Movement Case

Overview
In April 2009, Ford launched an ambitious new marketing campaign called the Ford Fiesta
Movement (FFM) to launch their new sub-compact model, Ford Fiesta. Instead of using traditional
campaign, ford tried to use viral marketing or popular called word-of-mouth marketing or buzz
marketing. Ford emphasized the viral marketing on online marketing through social media platform
such as youtube, facebook etc which are largely untested. Not only using unusual campaign, ford also
operated atypical timeline, coming much earlier than usual for an awareness-building campaign.

Ford Fiesta was a sub-compact car (Small Car) that sold around the world through the one ford
concept (one model for whole world) and this car was quite popular outside the US. Reported from
Ford that Fiesta had been sold 500.000 around the world outside the US. Sub-compact car market is
good in the world by capturing 27% of new cars sales. Different situation occurred in US, sub-compact
cars captured only 2% in 2007 and doubled to 4% in 2012. This situation might occur because most of
American penchant for larger cars even though in recent day (2009), American taste of sub-compact
increased. In addition, 2009 was a year of US economy crisis. Therefore, set of challenges are faced
by ford, introducing a new car with low buying power is one of the example. Ford marketing strategy
was targeting the millenials (age 14 – 29) which was claimed to 20% US new car buyers in US.
The FFM objectives we (i) to build awareness and interesting of Fiesta and (ii) to convince
millenials as their target market. FFM not only had to generate buzz and interest but also gave
consumer education that was needed to demonstrate functional and psychological value in sub-
compact cars. Ford wanted to show potential costumers what this car could do, what people “who were
similar to them” thought about it and how they used in daily lives through the consumer-generated
content that spoke directly to other consumers called Fiesta Agent. Ford believe that such content could
be more influential and convincing costumers. Ford handpicked 100 peoples out of 4.100 applicants
for their agents, mostly the agents were choosen because they were “socially vibrant, unique and able
to tell a good story” and also they had established presence across social media by having thousands
followers.
Fiesta agents would be given a Fiesta for 6 months and asked to report their experiences, good
or bad, through social media contents. The idea was sharing the real drive experience which believe to
be more compelling than only shed light on the positive. Another clever idea by FFM was the agents
were given a “Missions” to complete. The missions were regularly changing every months and agents
asked to publish a video or photo in social media once the missions had been finished. This was
keeping the buzz alive and for reinforcing the excitement since repeating messages was essential. Final
component of FFM was a test drive program in five regional locations in order to give experiences for

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non-agents to drive fiesta. After all, the result was very impressive, Ford reported approximately
50.000 consumers had expressed interest in buying a fiesta once it was available and 97% of them did
not own a ford car or in other word, new customer of Ford.

Problem Scope
List 3 keys success of Ford Fiesta Movement

Answers
After several times to think about the keys success of Ford Fiesta Movement, I personally
believed there are 4 keys success of FFM, Even though the assignment asked 3 keys of success, I beg
your permission to shed light 4 keys which I think very crucial. Here are the keys success of FFM:

1. Ford Fiesta decide a good and very fit target costumer: Millenials.
Instead of targeting the American traditional car buyers who preferred to buy larger car model,
Ford targeted the Millenials, Young consumer age ranging 14 – 29. They were forecasted to
claim 20% of the US new car buyer market in 2010. To attract the Millenials, Ford positioned
the Fiesta as an ecologically friendly with affordable price that did not compromise on styling,
and was Hip and cool.
2. FFM used viral marketing with right media which the Millenials regularly used.
FFM realized that the millenials had a different habit compared to the older generation. FFM
knew their target consuming content from traditional media less and less (e.g., less TV viewing)
so, they used online and social media platform as their media of advertisement such as youtube,
Facebook and Twitter which very close to millenials. Those platform gave a big opportunity
for FFM to get attention from the Millenials.
3. Using Agents who “similar type to consumers” in order to give psychological (social and
emotional) value in using Fiesta.
The best way to influent and convincing the millenials was delivering the message through the
people who are quiet similar to them. Thus, FFM handpicked 100 young people who were
socially vibrant, able to tell good story and established presence across large online social
media network to be their agents. They were asked to publish content about fiesta regularly in
social media platform so their followers could see or read it. The contents were created by the

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prototype persons who are considered as a cool and hype for millenials could be highly
influential and more convincing (big impact) than any usual advertisement content.
4. Repeating messages for keeping buzz alive and keeping the Fiesta top-of-mind among the
thousand agent’s followers.
According to Berger, J. Et al (2009), repeated messages are essential for keeping buzz for
products alive when consumers have limited time to focus on any one product or brand and can
be easily distracted by other demands on their time and attention. FFM implemented this theory
by giving their agents special missions to complete each month during their time as agents (6
months). The mission had different catchy theme (of course the theme was suitable with the
usage and advantages of Ford Fiesta) each month and they were asked to publish it online once
they finished the missions. It means that every month, at least 100 contents appeared to refresh
their followers mind about how cool and hip the Ford Fiesta.

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