The solution was to create an entire 3D city – www.thisisnow.co.uk – where Antonella could navigate around new and unique locations that let her indulge her aspirations across areas such as fashion, music, drama and art by accessing exclusive content and events.

Fiesta was subtly woven into the city and the latest 3D technology was used to make the experience as authentic as possibly.

We knew that Antonella might not come to us initially so we made sure she could experience aspects of the content in the real world too – on TV, radio, magazines and at live events.

The fact that Antonella could live her dream of a glamorous lifestyle via Fiesta in this way was due to an unprecedented amount of collaboration with 30+ contributors over a six month process. The result was a consistent look and feel throughout the whole campaign across all media and creative.

So does Antonella now see the Fiesta for the style icon it is? Emphatically, YES!She came – the site attracted over 200,000 unique users with 821 hours of video viewed.

She changed her mind – qualitative research shows that users of the site feel that Fiesta is “younger & trendier now” and are “more likely to look at Fiesta when I need my next car”.She visited the showroom – UK Fiesta sales increased by 29% year on year in a declining market (making the Fiesta the biggest selling car in the UK) with dealers commenting on a noticeable change in the age of women visiting their showrooms. A competition hosted in the 3D city attracted 5,925 entries with over 1,000 brochure requests or test drives coming as a direct result.