All New Fiesta Media Launch

Ford of Europe

Ford is one of the world’s largest and most recognisable automotive marques selling over six million vehicles each year.

 

The Ford Fiesta, originally revealed in 1976, is their biggest selling model in Europe and so the launch of the all new Fiesta needed to set a new benchmark.

The Challenge

 

Touch were tasked with engaging the media audience (press) in a way that was different to previous new product unveilings;

 

To create a suitable platform on which to deliver a highly successful launch event, emotionally engaging the audience

 

To provide an experience that ensures improved brand advocacy through a warm, welcoming and emotional programme

 

To secure recognition of the event as the best and most memorable 2017 media drive launch in the Advent Survey

 

To ensure the destination offers a wide range of memorable loops and routes

 

To develop an event that engages Ford’s audience in a way that is different to previous launches

 

To source a destination and hotel location that is on-brand and reflective of the all-new Fiesta

Strategy

In order to truly connect to something, it must be experienced emotionally. An emotional connection was essential in order to experience and understand all that the new Ford Fiesta has to offer.

 

Expression

We knew we had to create an experience that was unforgettable, emotionally charged and carefully considered. We wanted picturesque scenery to best showcase the vehicle features but take the drivers breath away at the same time.  Untouched landscape full of history and charm, allowing press to live in the moment, to enjoy the ride. We looked for a property that would mirror the vehicle, established, respected but now offering modern luxurious facilities.  We wanted to bring a true meaning of Fiesta to life; choosing a venue that is renowned for celebrations and festivities.  For the launch of the all-new Fiesta we want to create our own fiesta – a Fiesta Fiesta!

 

 

Execution

We found this in the northern Spain.  Using an old monastery as the base, we created our own fiesta, full of sights, sounds and glorious taste. Key vehicle features were experienced by press though different senses;

..guests entered a darkened, mirrored room with a 3D sculptural representation of the Fiesta…

 

…Experienced the science behind the B&O Play system inside the new “Listening room”…

 

… Explored their taste buds to help determine which Fiesta they would prefer!…

 

And that was all on Day 1!

 

The launch took place over three weeks with 21 rotations, accommodating 602 guests from over 20 different countries across Europe.  The Fleet event lasted an additional week, delivering four rotations, accommodating 219 guests.

 

The touch team were on site almost six weeks and loved every second of it.

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FORD’S LARGEST MEDIA LAUNCH EVENT OF THE YEAR

602

media
guest

21

rotations

20

participating
countries

219

fleet
guests