To get the core target group involved, we created a partnership with the largest social media network Hyves. We kicked off the campaign with announcements of the competition and a scrap of DJ Don Diablo to 50,000 of his Hyves fans. The demographic targeting possibilities within this social network enables us to have a very targeted approach.To win a Fiesta Su Casa, the target had to install a gadget on their Hyves page to pimp their profile. To help them we provided extra tools like digital flyers to get their friends involved. The one with the longest guest list in the end wins a Fiesta Su Casa for 50 of his/her best friends, and a hotel room for the neighbours.Next to this, we created a broader visibility by a partnership with Veronica. We have used several of their media channels like TV and magazines and together we organized the largest Fiesta Su Casa on Bloemendaal Beach.

Fiesta Su Casa was a smart targeted media campaign that created flirtation with the core target group by engaging them through their social network, creating broad visibility by partnership with Veronica, and creating a brand experience they will remember.

The campaign resulted in 1.7 million consumers that got involved in Fiesta Su Casa. More than 60,000 Antons and Antonellas entered the competition, and 2,000 of them bought a ticket for the Fiesta Su Casa beach event in Bloemendaal.The all new Fiesta has been a great success so far, the market share for Fiesta has increased by 300%! According to Ford they have a significantly younger audience that visit the dealership and a large part of the sales is conquest.