The main challenge in organising a ‘Fiesta 40’ event in autumn 2016 was how to embrace both the past and the present – looking back on 40 years of Ireland’s most popular small car while welcoming the arrival of an all-new Fiesta ST200 model.
To celebrate the 40-year heritage of the Fiesta, we launched a social search for ‘Ireland’s Oldest Fiesta’ and organised a convoy of 40 Fiestas – including many vintage models – to travel from Barberstown Castle to Weston Airport (launch venue) complete with Garda escort. We also worked with partner agency Mindshare to develop two videos charting the 40-year history of the car.
With the present also in mind, we recruited one of the world’s most famous race drivers to introduce the new Fiesta ST200 – Ben Collins, a.k.a. the Stig from BBC’s Top Gear show. Ben put the new Fiesta through its paces before taking all 40 Fiesta enthusiasts for a white-knuckle ‘ride-along’ in the sporty new ST200. Further video content gave Fiesta a contemporary feel by recording a guys v girls driving challenge for sites including Joe.ie and Her.ie.
In addition to the wider campaign objectives – excellent social interaction plus mainstream media coverage – our launch event also created really meaningful engagement between Ford and its community of customers and driving enthusiasts.