Source: Ford Motor Company Press Release
NEW YORK, Feb. 10 – Women influence 85% of all car buying decisions and purchase 45% of all vehicles, according to Road and Travel Magazine. With this buying power, Ford has gotten behind the power of the purse with some innovative marketing programs and partnerships to attract women to its car lineup, particularly the new 2006 Fusion – the bold, fuel-efficient, affordable and sporty sedan.
“We know women do a lot of research before they purchase their vehicle,” said Linda Perry Lube, Ford car communications manager. “Ford wants women to be exposed to the vehicle in many different ways so they can be confident about their purchase decision. Contextually relevant advertising is part of the mix but you need to spice it up with experiential activities too.”
Some examples include:
In 2006, Ford is taking Fusion Studio D, a lifestyle experience center where visitors can put their “Life in Drive” through an array of complimentary services from makeovers to fitness training and a health information center to various entertainment offerings. It will officially start in Los Angeles February 18-March 8 and make stops in 10 cities nationwide. Fusion Studio D was announced in New York on February 10 with a showcase event featuring the fashions of alice + olivia and the top star models from America ’s Next Top Model. Ford is teaming up with Hachette Filipacchi U.S. on this effort.
An important element of Fusion Studio D is to raise awareness of breast cancer and the Susan G. Komen Foundation Race for the Cure®. Ford has been the national series sponsor for the past 11 years and has helped to raise $84 million. The dates for Fusion Studio D were selected to help to coincide with regional races so Ford can help build up this important effort. To showcase their involvement, Ford is unveiling a fashion theme of patterns dubbed “Warriors in Pink” that represent the powerful, courageous fighters of breast cancer. They will adorn t-shirts, scarves and bumper stickers and help to raise money for the cause while also serving as a motivator for the women and their families that are in battle with the disease.
Based on the success of the Ford Mustang/OPI nail polish promotion last year, Ford is launching a new promotion with Benefit Cosmetics and Sephora for a special edition Curve Hugger eyeshadow. The customized eye shadow palette will be produced by Benefit Cosmetics and will be sold exclusively in Sephora stores beginning in March. The Ford Fusion is featured as part of the packaging. As part of the program, Hearst publications, Benefit and Sephora will combine to host a sweepstakes with a grand prize of a Ford Fusion.
Ford is sponsoring speed dating events in select U.S. cities to introduce the new Ford Fusion. Singles will get to know each other during seven minute rides in a Ford Fusion, a new mid-size car designed with style and attitude and marketed under the theme, “Life in Drive.” The Ford Fusion’s new twist on speed dating explores the role a car can have in making the right impression.
The Fusion Flash Concert series is a collaboration between Ford Division and Sony Pictures Digital to produce a series of free, unannounced-until-the-last-minute concerts performed by 10 emerging music artists in secret locations around the country. Fusion Flash Concerts is a new take on the underground "flash mob" phenomenon where large crowds quickly gather thanks to text messaging.
Ford has an exciting new website, www.fusionforfitness.com, sponsored by Shape, Natural Health, Men’s Fitness, Muscle & Fitness and Muscle & Fitness Hers magazines. On the site, guests can get Fusion Fit with a customized diet and exercise program that includes customized cardio and strength programs, five meal-a-day plan with your favorite foods, daily email program delivery, easy, healthful recipes and a weekly shopping list and interactive logs to track progress.
About the Ford Fusion
The 2006 Ford Fusion breathes a fresh attitude into the American mid-size car. It distinguishes itself in what is the most competitive of vehicle segments with its standout exterior design and engaging driving dynamics. Fusion brings to the segment good fuel economy, advanced safety, clean emissions and roomy interior space – all at an attractive value.
February 2006
