Ford of Europe: Ford Fiesta Launch - 'This is now'

This gold-winning campaign, for the launch of the Ford Fiesta Mk VI, attracted fashion-conscious younger car-buyers and achieved a ROMI of 3.41:1, equal to $1.07bn of extra revenue.

Ford of Europe: Ford Fiesta Launch - ‘This is now’

The small car segment is important because it's both an entry point to a car marque and the segment where buyers are most impulsive and open to trying new brands.

After 30 years the Ford Fiesta had become typecast as dull and had the oldest age profile among small cars. Attracting younger buyers is vital for driving desirability, and desirability drives greater revenue and profit. Desirability makes a buyer add more cost options, haggle less and buy again.

In October 2008 the Mk VI Ford Fiesta was launched with a...

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