I think this is great stuff. The stupid puppet is actually really funny and the way the whole thing started with the non-Ford related videos is sharp (I am assuming Ford did that) $F. The puppet will resonate with younger car buyers and if nothing else, the videos are cheap (viral, not on paid TV) and are infinitely more entertaining that the typical car ad which causes your eyes to roll back into your head as you lapse into a coma.
This will give Ford some additional traction. Of course it is not a sure all but it is nice to see the company thinking differently in terms of its markets dollars and how they can more efficiently use them.
Here is what Ford CMO Jim Farley says about it:
“What happens is, by launching the vehicle early, getting people involved in talking about the new global Focus or the new Fiesta is the US before it goes on sale, we can lower the amount of traditional advertising we do after the vehicle goes on sale. That’s where the massive cost savings have been. I’ll give you an example; On the Fiesta Movement, we had higher unaided nameplate awareness than Fit or Yaris, and we spent 10 cents on the dollar, than a traditional tv ad campaign. So by starting earlier and using social media to spread the word about the new product, we’re really reducing the amount of traditional advertising we have to spend.”
Now watch the puppet video’s…..
Stops robbery:
Saved choking victim:
Performs CPR:
Hits on Reporter while being names Ford spokeman:
Tours Focus: Best line…. “May I smell your fingers…” LOL
More of the tour: