To promote the new Ford S-MAX - a family car that provides the driver with sports car-like characteristics. Our target audience were fathers who yearned for a little more personal excitement in their lives.

Despite the fact that we were aiming at a conquest audience (who were previously unlikely to have even considered Ford), we achieved an incremental buy rate 5 times higher than predicted.

We gave our prospects a handbook that included a countdown of 20 adventurous things to do, plus tips on how to do them. This concluded with the number 1 activity – to drive the S-MAX.