Run out of road be-fore you run out of fuel

IIPM BEST MBA INSTITUTE

Brand : Ford Fiesta
Headline : Run out of road be-fore you run out of fuel.
Baseline : Go Fida
Agency : JWT

4ps take : The oh-please-look-at-me visual shows us a red, hotlooking Ford Fiesta; this time, the visual points out, it’s the diesel variant. And what is it talking about? Fuel-efficiency, of course! The diesel variant of the Fiesta goes so easy on the fuel, that it’s been Branded Diet Diesel – it’s on a diet! The clinching benefit of the Brand is brought out by the communication that revolves around the USP of the product– the advanced Duratorq TDCi engine can give you 1,570 kilometres on a full tank, without a hitch. The reward to the prospect is the fact that these days when fuel prices are up and up, this beauty is not a gas guzzler! Quite something, right? So, just get into the Fiesta and head off for wherever: You have a feast of travel to do, while the car diets on diesel – how’s that for an arrangement?

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative