Agency: Team Detroit
Ford created the Fiesta – a small car that was perfect for young city dwellers who didn’t have a lot of space. But the brand, known for trucks and SUVs, lacked credibility in this market. Gigunda Group was charged with building early awareness, interest and excitement for the vehicle, which would hit the market in 12 months.
The problem was, urban Gen Y’ers didn’t consider Ford to be a brand for their demographic. Ford needed to get their peers to tout the car. So, Team Detroit created The Fiesta Movement and provided a European Fiesta, gas and insurance to 100 influencers for six months.
More than 4,000 submissions were received. The finalists were chosen based on their ability to command an audience and create and spread content. They all came together for delivery, and a sense of friendly competition developed, with required monthly video submissions turning into Tweets, Facebook postings, Flickr photo uploads, blog posts, and, in some cases, local TV interviews. In addition, people and media were watching and commenting.
In exchange for the cars, the agents had to participate in a monthly mission and post one additional piece of content. All of the content was posted in their own online spaces and then pulled into the fiestamovement.com site through a unique hash tag. Ford did not put any restrictions on what the agents could say, nor edit any posted content.
At the end of the six months, the agents gathered in Los Angeles for a post event celebration where consumers could tune in and watch the 2011 Fiesta revealed for the first time on national television through Current TV.
After two full quarters in-market and the voice of just 100 users, 2009 third quarter metrics showed brand familiarity of Fiesta at 58% among the target market.