Our solution was the ‘mean or lovely’ test; a way to engage our audience where they already spend loads of time – on Facebook. Based on a points system, we created a Facebook app to allow them to find out, through their Facebook activity, just how lovely or mean they were. And then to get their friends to rate them to boost their score, and give them the chance to become the ‘loveliest’ or ‘meanest’ person in the UK (and win a Fabia hatch or Fabia vRS respectively).A dedicated campaign microsite brought to life the ‘mean’ and ‘lovely’ sides of the Fabia using interactive 3D modelling. Interactive banner ads allowed people to explore whether they were lovely or mean and brought people into the campaign microsite. A YouTube channel allowed people to view the popular TVC and encouraged them to explore further by clicking through to the campaign microsite. We also created a range of online executions to reveal your lovely or mean side.

Over 8,000 people played our Facebook competition and, as the closing date drew closer, a ‘bidding war’ erupted as those at the top end of each scale fought desperately to get as many last-minute votes as possible. And they didn’t just visit the site to play the game: over 12,000 brochures were downloaded and over 100 test-drives requested.In terms of cold hard sales, 132 Fabia vRS models were ordered over the campaign period, helping us to beat our target for the year with 529 orders against a target of 500.