In the TV ads, an actor would push the start/stop button on the car and the world around them would suddenly begin to brim with a series of choreographed scenes that would explain the features that make Fiesta noteworthy. We chose the final screen from that ad and put our own direct mail spin on it to give it more surprise in this medium.

The national Fiesta campaign is built around the theme line, “It’s a pretty big deal.” Simply put, we needed to express that theme in this direct mailing targeted to current and former Ford owners plus Fiesta hand raisers.

This mailing generated 12,000 vehicle sales, resulting in $3.5 million of profit with an 80% ROI.

The result of our brainstorming was the Fiesta Pop-Up. The cover asks the question if 15 class-exclusive features in Fiesta are a pretty big deal. Once opened, the last scene of the TV spot comes to life as the car and the unicyclists pop up and answer the question that, “yep, it’s a pretty big deal.” Doing this gave the Fiesta campaign a unique feel no matter the medium in which it was presented.