The situation and objective:

2017 saw the relaunch of the Ford Fiesta across Europe, with the key challenge being to transform the target audience's perception of the Fiesta and ensure they reappraise the car as a more premium and engaging offering.

The new Fiesta comes equipped with a high-end B&O Play sound system; instantly appealing to a target audience who we knew, through our research, had a huge passion use music to change their mood.

The brief:

Our brief was to turn this insight into a digital campaign that we could increase in scale as we approached our launch. Our client, Ford, wanted a campaign that encompassed both PR and more traditional digital channels.

They also wanted us to work with digital partners that were relevant to our target audience to realise the idea in an engaging and unexpected way.