To turn the somewhat dull Ford image into a dynamic, fun and interactive brand, we created an unexpected online branded entertainment campaign. To launch the new Ford Fiesta Cool with air-con, we created an absurd game which was very much passed on through word of mouth, plus a strong and smart bannering and email campaign. With weekly prizes, we tempted our target group to come back on a regular base. The concept: make this tough Swedish guy sweat so hard in his sauna that he needs to cool down in his air-conditioned Fiesta Cool.