The Solution
Wunderman set about reinventing Fiesta as a style icon by making it
'the Zeitgeist' (spirit of now). We invited our audience to upload
images to Ford's own Flickr group, we drew live content from
partners like Vogue, GQ and Last FM and we established a 'This is
Now' blog (http://www.thisisnow.eu).
The Result
The Fiesta portal has enjoyed over 1,039,938 visitors to date from
22 countries. 98,850 of those visitors became registered sales
leads (9.5% of the total number of portal visitors) and 21,082
requested a test drive. Sales of the new Fiesta are 31% above
Ford's target - an excellent outcome as Ford competitors' sales are
in steep decline.
