It’s your turn.
MARKET SCENARIO It’s your turn.
MARKET SCENARIO 9% 10%
47%
11%
Toyota Mitsubishi Hyundai Ford Honda
24%
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TARGET MARKET It’s your turn.
TARGET MARKET COLLEGE STUDENTS, YOUNG PROFESSIONALS 18 - 29 YEARS OLD STILL QUITE DEPENDENT ON PARENTS BUT AIMING TO BE INDEPENDENT OVER TIME ACTIVE SOCIAL LIVES IMAGE CONSCIOUS
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CURRENT BEHAVIOR It’s your turn.
CURRENT BEHAVIOR PLENTY OF OPTIONS SEE DIFFERENCES NEED FURTHER RESEARCH INFLUENCED BY PARENTS & FRIENDS ASSOCIATE BRAND IDENTITIES WITH PEOPLE
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INSIGHT It’s your turn.
INSIGHT “I want to control my life and assert my independence.”
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KEY MESSAGE It’s your turn.
KEY MESSAGE “Independence has never been this practical. With Ford Fiesta’s variety of choices and fuel-efficient cars, you can afford and pursue your choice of future.”
It’s your turn.
BIG IDEA It’s your turn.
BIG IDEA
“Young people can be independent and practical at the same time.”
It’s your turn.
RADIO It’s your turn.
RADIO
#TurnOff
Morning Rush @ RX 93.1
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TVC It’s your turn.
MOBILE APP It’s your turn.
MOBILE APP
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It’s your turn.
TIMETABLE It’s your turn.
TIMETABLE MAR Press Conference
APR
MAY
JUN
JUL
TV Ad (NBA) Radio & Activation
Mobile App
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O
KEY MESSAGE It’s your turn.
KEY MESSAGE “Independence has never been this practical. With Ford Fiesta’s variety of choices and fuel-efficient cars, you can afford and pursue your choice of future.”
It’s your turn.
BIG IDEA It’s your turn.
BIG IDEA
“Young people can be independent and practical at the same time.”
It’s your turn.