It is being done properly.Quote:
Originally Posted by Daniel
This ad isn't aimed at you Daniel, you're abnormal. You, like everyone else here, spend time looking and thinking about cars. Not only that you actually log onto a motorsport forum to talk about.... cars.
The average guy and more importantly girl (women are highly influential in 70-80% of major purchases like cars) don't do that. They go more on what the brand feels like. They only care about cars every few years when their old one breaks down and they have to get a new one. What their friends say about the car is as important (probably more so) than rave reviews in magazines. And the important decision makers (ie women) on the whole do not care about WRC.
These guys and girls are not getting the message that Fords now are better compared to the opposition than they've ever been. They don't care either. They want a brand. BMW gives them that brand. Merc does too. Even VW and Honda gives them brands they want. Thats why the 3 series is much more expensive than the Ford Mondeo yet totally destroys it in the private purchasing market.
The new Alfa ad hits the nail right on the head with the quotes "I bought it for the 4wd" "I bought it for the handling" etc etc then saying "rubbish, you buy it because its an Alfa". Yep, people buy it because of the badge on the bonnet, not the car underneath.
This ad isn't about telling you that the oily bits in the new Mondeo are better than the old one and as good as the 3-series. Its about subtly redefining what 'Ford' means to people who really don't care that much about cars. 'Ford' now means affordable, common, average, boring. The Tories almost killed Ford by claiming that they wanted to win Mondeo Man's vote, ie Mr Average. No one ever wants a car that labels you as average. The ad works on your subconscious, making you feel warmer towards the brand. It doesn't work on you but you're not the target demographic. It won't work to immediately raise sales either but over time a sustained campaign like that will slowly change peoples attitudes to Ford... hopefully.