Magazine article Marketing

Ford Puma

Magazine article Marketing

Ford Puma

Article excerpt

Client: Ford; Brian Wade, brand manager specialist vehicles Campaign: Launch of Ford Puma Agency: Claydon Heeley International Timescale: May to July 1997 Budget: Est. [pounds]250,000

The Brief

Long before Steve McQueen returned from the grave to spin the Ford Puma around the streets of San Francisco, the company was hard at work building demand for its new coupe.

Early this year Ford faced a problem. Deliberately timed to coincide with the new registration plate in August, the cars would not be arriving in the country until July. However, advance rumours about the car had already begun to leak out, fuelled by the Ka's success in innovation terms (if not in early sales).

Ford needed to take advantage of this good PR by the end of June as research showed that by then 75% of consumers have already made their summer purchase decisions. So it briefed Claydon Heeley International to sell 1500 Pumas before the standard purchase prompts - advertising and test drives - were even available. …

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