The 2010 Jay Chiat Awards for Strategic Excellence Winners

Social Media Strategy—Bronze
Team Detroit, Dearborn, MI
"Fiesta Movement"

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 Ford. The year leading up to the official launch of the product would be a make-or-break period of time for Fiesta—sales goals were aggressive and would require a quick start out of the gates—simply put, we needed to launch the car before it was, well, launched.

So we crafted a strategy centered on using the only media that can credibly sustain 12 months of excitement—real people. From this, the Fiesta Movement was created—a social media project that put the product in the hands of a few (100) influential target customers and enabled the most credible voice (theirs) to spread the word about Ford Fiesta.

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