Mondeo returns to TV with ‘inner beauty’ ads

Ford, which spent £2.5m on advertising for the Mondeo in 2009, compared with about £11m for the Focus and £7m for the Fiesta, last rolled out a major campaign in support of the model in 2006.

The TV ad, entitled “Desire” depicted a London skyline full of balloons with cars attached. The ad aimed to suggest that the latest incarnation of the Mondeo would usher in a new era of automotive technology.

In the UK, Ford is running an ongoing ad push to emphasise the quality of its vehicles, using the concept of the “Ford Standard”. The TV, outdoor, print and digital campaign highlights features that come as standard across all vehicles in the Ford range, such as alloy wheels, keyless technology and “quickclear” windscreens.


By Alex Brownsell, marketingmagazine.co.uk

Ford of Europe is to launch the first new above-the-line marketing activity for its Mondeo model for four years, focusing on the “unseen benefits” of the family car.

Ford Mondeo: readies TV campaignFord Mondeo: readies TV campaign

The pan-European push uses X-ray imagery to show “under the skin” of a range of creatures, including a zebra and a stingray, before revealing the hidden technological strengths of the Mondeo, which is to be updated next year. The ads, which carry the tagline “True beauty comes from within”, will break on Friday.

The campaign was created by Blue Hive, the WPP-owned agency formed in March from teams at Ogilvy, Wunderman and Mindshare specifically to handle the Ford of Europe advertising and media accounts. Leer más “Mondeo returns to TV with ‘inner beauty’ ads”

Ford rethinks ad plans to emphasise ‘quality’

The US marque is concerned that aggressive pricing strategies being pursued by rivals in conjunction with the government’s scrappage scheme, have undermined the value of cars in the mind of consumers.

To highlight the brand’s quality and heritage, Ford of Britain is rolling out a campaign that will centre on its ‘Ford Standard’ quality promise. The ads, which use the endline ‘More. As standard’, aim to convince consumers that Ford offers cutting-edge motoring at an affordable price.


By Alex Brownsell

Ford is preparing an integrated ad campaign that will flag up the value of its vehicles, rather than focusing on price-led promotions.

Ford: promoting the 'Ford Standard'
Ford: promoting the ‘Ford Standard’

The US marque is concerned that aggressive pricing strategies being pursued by rivals in conjunction with the government’s scrappage scheme, have undermined the value of cars in the mind of consumers.

To highlight the brand’s quality and heritage, Ford of Britain is rolling out a campaign that will centre on its ‘Ford Standard’ quality promise. The ads, which use the endline ‘More. As standard’, aim to convince consumers that Ford offers cutting-edge motoring at an affordable price. Leer más “Ford rethinks ad plans to emphasise ‘quality’”

Mercedes-Benz lanza una aplicación de atención al cliente para el iPhone

¿Es usted propietario de un coche Mercedes-Benz y ha sufrido una avería? A partir de ahora, una nueva aplicación para el iPhone le indicará los pasos a seguir para solucionarla.

El objetivo de la nueva aplicación de Mercedes-Benz es aportar soluciones al cliente en averías y situaciones de emergencia, informa Horizont.


¿Es usted propietario de un coche Mercedes-Benz y ha sufrido una avería? A partir de ahora, una nueva aplicación para el iPhone le indicará los pasos a seguir para solucionarla.

El objetivo de la nueva aplicación de Mercedes-Benz es aportar soluciones al cliente en averías y situaciones de emergencia, informa Horizont.

Desde la aplicación es posible contactar con el servicio telefónico de atención al cliente de la empresa o bien directamente con un taller. Leer más “Mercedes-Benz lanza una aplicación de atención al cliente para el iPhone”

Mercedes-Benz atrae a Hollywood con sus vehículos ecológicos : Marketing Directo


Cada vez son más las estrellas de Hollywood que se dejan seducir por los vehículos ecológicos de Mercedes-Benz.

El fabricante alemán de coches ha hecho público en un comunicado que muchos grandes de Hollywood han descubierto ya su novedoso sistema BlueTEC y sus modelos híbridos, informa Horizont.

El sistema BlueTEC, que permite una combustión óptima y reduce la emisión de elementos contaminantes a la atmósfera, convierte a los vehículos diesel de Mercedes-Benz en los primeros en cumplir la normativa EU6, que entrará en vigor en 2014. Además, reduce en un 30% el consumo de carburante.

Aparte del sistema BlueTEC, Mercedes-Benz lanzó el año pasado el S400 Hybrid, un coche híbrido con una batería de ión-litio.

vía: http://www.marketingdirecto.com/actualidad/anunciantes/mercedes-benz-atrae-hollywood-con-vehiculos-ecologicos/

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Open Innovation, Crowdsourcing Initiatives from Daimler


Germany-based Daimler, one of the biggest producers of premium cars – including Mercedes-Benz – and the world’s biggest producer of commercial vehicles has begun sniffing at open innovation.

Daimler’s “Open Innovation Network” is an initiative to allow their own employees as well as selected external partners to contribute with creative ideas that can lead to new products, services or technologies.

As it is still external, I cannot provide a link for this, but let us hope Daimler opens up even more. You can read more about the initiative in this German-language article.

Daimler also has a Business Innovation Community, a Web 2.0 platform on the Daimler intranet. Employees can post their ideas here – and their colleagues from other departments and regions can comment on them, rate them and further develop them. This initiative has generated more than 1200 ideas and one recent outcome was the Style Your Smart design contest. Leer más “Open Innovation, Crowdsourcing Initiatives from Daimler”