The complete communication strategy was a fully integrated 360° campaign.“Mitten im Jetzt” was transported into the most used media channels with screens to bring the idea to life. TV generates reach and awareness, with parallel support from a very impactful online flight with focus on display advertising, in-game advertising and particularly on mobile.

Innovative ambient media (e.g. Magic Mirror), light projections and spots in cinemas meet the target audience in their leisure time.The highlight was a web-based user-generated platform with online content partnerships in combination with Germany’s biggest LED-wall in Berlin to activate the target audience to be a part of this campaign through mobile. The combination of the selected media channels was a big success for the product and the brand image.

The great success for FORD and for Fiesta is not only based on sales (+26 % market share and 2nd place (+50 %) in this segment vs. previous year). Ford has taken a very big step forward concerning the positive acceptance of the brand and the carline by the younger “digital” target audiences. Ford and the Fiesta are “up to date”. This is reflected in the agency survey: - +81 % Aided Advertising Awareness for FORD in October 2008 (vs. July 2008).

- Comments such as “Ford is in our time”, “Fiesta is cool and hip” or “Fiesta is modern”.