We wanted the Fiesta ST at the centre of our audience’s discussions when they were out and about, so we set about putting it in the middle of their social gatherings, literally. We created ST Sauce – an ad you could taste; A chilli sauce as hot as the car, to sit on the tables at the places they ate at.

This was supported with a dedicated microsite, telling the story of how the chilli maker was given a drive in the Fiesta ST and asked to turn that experience into a sauce that recreated the thrill.

Street posters offered people the chance to claim a free bottle of ST Sauce for home, bringing our media into the home and onto their dinner tables.

The Fiesta ST became the hot ticket in town, completely selling out, with a whopping 68% sold within the campaign period.

Social media caught fire, with 47,735 views of the ‘making of the sauce’ video, and 500 ‘test drive’ bottles distributed.

Most importantly, for just over $9,000 we created our own distinct and unique media property – the taste of the Fiesta ST in a bottle. We estimate that via our distribution in 30 Auckland restaurants during the 12 weeks of the campaign period, we created more than 300,000 opportunities to engage with this new proprietary medium. That’s pretty hot stuff!