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MMM Special: Can Ford Fusion Stand Out in Sea of Sameness?

Fusion marketing campaign is very visible - but invisible, too.

by on Nov.06, 2012

Ford Fusion launches sales with a creative new series of ads.

Few automotive segments are more crowded than the midsize sedan market.  So, despite months of hype, hoopla and hope, the official sales debut of the striking new 2013 Ford Fusion might have been underwhelming if traditional ad campaign launch methods were followed.

Global Ford marketing czar Jim Farley clearly wasn’t going to settle for the same-old same-old, it turns out, Ford choosing to follow its own and less traveled road. In doing so, it has created some stunning, provocative and compelling graphics in broadcast commercials and print ads that are amplified with succinct copy that is both persuasive and convincing.

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I was able to preview major elements of the new campaign, including elements of the company’s overview from Amy Marentic, Ford’s group marketing manager. And the ad agency perspective from Toby Barlow, Team Detroit’s chief creative director, who revealed the artsy back-story, the agency overview and divulged intricate and elaborate production methods that were used.

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Ford’s Secret Weapon: Coffee (and Ryan Seacrest)

Maker engaging in “Random Acts of Fusion.”

by on Jul.18, 2012

Can Ryan Seacrest and a free cup of coffee help sell the new Ford Fusion?

In an increasingly crowded midsize segment, Ford Motor Co. has come up with a secret weapon to help launch the 2013 Ford Fusion: coffee.

“It’s really kind of a natural,” said Craig Daitch, Ford manager of car communications as he stood outside Commonwealth Coffee in Birmingham, Mi. where Ford was holding a brief pop-up event to show off the new Fusion sedan.

It was the forerunner of dozens of similar events Ford will use to introduce the new Fusion to consumers over the next couple of months before the marketing campaign begins in earnest.

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The Fusion comes equipped with a suite of new safety equipment, including a system that tells drivers they are getting drowsy by flashing a coffee cup at them to suggest they pull over, Ford officials. The Fusion will also come with such advanced safety features as lane guidance and park assist technology.

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