We wanted to engage women because they make up 80% of car purchasing decisions. But to them, finding the right car is a frustrating, time-consuming process with too many choices and too much jargon. And the only place to interact with the car is at a dealership with an intimidating car salesman.

So we changed the shopping experience to fit her style and made car shopping as fun as clothes shopping. The Ford Fusion Street Chic event popped up in malls and at shopping events so trying on a Fusion became as easy as trying on shoes.

The campaign was extremely well received by women who appreciated that Ford understood their needs and spoke to them in their way, on their terms.

Over 68 event days, we reached over 75,000 regional consumers and directly engaged over 24,000 with a high quality experience; resulting in 1.9MM Event Engagement Impressions. Through social media, blogger outreach and PR efforts, the program delivered 187,000 Facebook Impressions, 960,000 Twitter Impressions, 704,000 Radio News Release Impressions and 50,000 Earned Media Impressions.

The integration of the events and online engagements resulted in 44,000 Vehicle Leads and 203 vehicles sold…and counting!