To create the first reality show on Hi5. A competition 2.0 that approaches the younger generation where they spend most of their time, making them spread the message, promoting themselves and the Fiesta among their friends. The objective of the digital platform and the competition with 4 Challenges was to gain popularity, and make new friends. The contact base grew exponentially, with the tone of communication that young people use. Today, the site Ícones and the profile on Hi5 is a younger form and more adjusted to communicate with young people by promoting new models, Ford events, other products, etc.

The results have exceeded the expectations. Without a standard investment, this campaign generated more than 83 insertions in the press and on TV that gave 1,200,000 euros of ROI. It netted 6,390 registrations from competitors, 100 million video views of the campaign in two weeks, close to 350,000 visitors to the site, about 400,000 video views were produced by the competitors, more than 11,700 hours of video content, more than 7,000 friends on the profile and close to 20,000 comments. Altogether, we estimate that Ícones has reached about 1.8 million, only on Hi5.