Given that the Fiesta needed a sales boost, the best medium to communicate the promo message would be the product itself. For just a fraction of traditional media budget, we created the Fiesta Wheel of Fortune and attached it to the test drive.When the test drive ends, the fun does not. Customers must run to the spinning wheel to see where it stops. Whatever prize the pointer indicates can be redeemed if they booked the Fiesta.This campaign changed the public’s perception towards incentivised test drives and Ford Fiesta test drives increased naturally.

This simple idea was rolled out to 53 Ford showrooms across the country. In 3 months (October to December 2011), test drives increased by a stunning 63%.It also generated 491 bookings in 4 weeks and a 4 month long waiting list for the car. But most importantly, Ford made an impact upon its return to the local market.