In 2007, Ford launched a nation-wide campaign - China Excitement Challenge to reinforce its brand image "Make Every Day Exciting". This film was created to be distributed on user generated content web sites such as Youtube and Mofile (a Chinese video sharing site) to inspire people to put more excitement in their daily life and invite them to go to the campaign website to share their exciting life.Within 2 weeks, This viral video attracted more than 356,000 views.

Ford primary brand claims “Make Every Day Exciting” (MEDE) after its entry into the China market. A national poll “What Excites You China” was conducted by A.C.Nielsen to understand the attitudes of today's hectic lifestyles as well as exciting activities and its discovery was utilized in the design of the China Excitement Challenge program. Therefore we called for people's entry into this challenge of experiencing different excitement every day and make them believe everyone can lead an exciting life as long as there is desire in their hearts.

In the 20 week program – campaign concludes middle of December 2007- Test drives: 645.2% of campaign target- Hot leads generated: 265.0% of campaign target- Sales: 349.5% of campaign target- PR media reporting return on investment: RMB 21.42 million- Website - www.excitechina.com.cn page views: over 355 Million