2011 Ford Fiesta

The all-new 2011 Ford Fiesta turns up its style quotient this week with the launch of an urban marketing campaign that finds the Fiesta gracing the pages of a custom fashion e-zine that was designed to appeal to the interests of consumers while providing a unique way to highlight the new vehicle and its key features.

Research shows that one of the largest consumer groups in the small car segment are young African Americans and to increase initial awareness of the Fiesta in the African American community, Ford launched a program in April called “Inspired by Color,” which challenged people to use their own personal style to connect with the colors and distinct features of the new Fiesta.

More than 150 people turned out for a casting call at Howard University in Washington, D.C., dressed in a Fiesta-inspired way. Five finalists were chosen at the event and each of them now appears in the new television ad for Ford’s all-new small car.

A custom “Inspired by Color” fashion e-zine was created to highlight the entire program while incorporating key features of the vehicle in a format that is both robust and highly interactive. In addition to a heavy emphasis around the vehicle and its features, all five of the finalists will appear in the e-zine and will have an opportunity to showcase their experience and how the vehicle inspired their personal style.

The entire urban advertising campaign for the new Fiesta was created by The UniWorld Group, Ford’s African American advertising agency of record.

Going on sale this summer, the all-new Fiesta features an expressive, vibrant design, sharp reflexes, and a global track record that will redefine U.S. small car customers’ expectations. Featuring class-leading technologies and best-in-class highway fuel economy of 40 mpg, Fiesta brings efficiency and convenience together in one package. It’s designed to be versatile, personal and adaptable. In fact, Fiesta is expected will deliver best-in-class convenience and connectivity with the segment-exclusive SYNC® voice-activated communications system, as well as an expressive color palette and available graphics.