How do you create excitement for a automotive brand among fashion-consious women?
Ford wanted to speak to the young girl about town, an often hard to reach consumer group for car manufacturers. By speaking to the audience in a familiar language (lifestyle rather than technical specs), we were able to present the Fiesta brand as an essential accessory, as exciting as the latest ‘it’ handbag.
Our Love the Summer Vibes campaign helped women get the very most out of the summer season. Love the Summer Vibes reported on the summer’s hottest trends in fashion, entertainment and cultural happenings, while ‘Fiesta Fridays’, a weekly prize draw, offered money can’t buy prizes. We also created a playful mobile app, which offered magic 8-ball style suggestions for summer activities on the go.
Although the campaign was digitally led, it was supported 360 with radio spots on Capital and Spotify, advertorials in Marie Claire, InStyle, Look, Now, and a social media push on Facebook and Twitter.
This campaign was an extension of the previous years activity, which was shortlisted for a Revolution Award.
