Ford Fiesta – Fiesta Movement
Team Detroit Dearborn
Designed for zippy city driving, the Ford Fiesta represented an opportunity for the Ford Motor Company to prove they "got it" – that they knew people wanted small, efficient cars that weren’t an embarrassment to own. The potential it contained for the company was enormous. But Ford – the company known for trucks and SUVs – lacked credibility with the young, city-dwelling Fiesta target audience.
If we were going to have a shot with this target, we needed to start talking early and often about this truly unexpected offering from...