The new Fiesta was presented as an automotive style icon with an independent, fashion-conscious target group. facts and fiction tailored the ‘Fiesta in the City‘ roadshow in which the car-maker, the car dealer and the fashion company s. Oliver entered into a temporary marriage.
We developed a promotional campaign in which the target group came into direct physical contact with the new Ford Fiesta and saw it as a automotive style icon – a “Fiesta Experience“, if you like.
But what does the target group look like and how can we address it effectively? facts and fiction thought about this in detail.
To start with it is worth knowing that nowadays personal identification with a product is inseparable from its emotional dimension. This turns target groups into style groups. While target groups act rationally and rely on arguments, style groups are altogether more emotional, with the overall feel being decisive factor. Counter value meets additional value.
The style group for the Ford Fiesta was dubbed “Antonella“. Antonella is 25 to 35 years old, independent and fashion-conscious. And she loves the US series “Sex and the City“, which took us onto the conceptual fast lane in developing the “Fiesta in the City” roadshow.
We picked up our Antonellas where they prefer to spend their free time – not at the car dealer’s on the city outskirts of the city, but in hip boutiques in the city centre. Local Ford dealers in 15 different cities presented the Fiesta at selected s.Oliver shops. The automobile fashion show kept its doors open to accredited customers until long after midnight. s.Oliver offered an additional incentive of a 15 % discount on all articles. DJs and delicious catering rounded off the extraordinary event which focussed less on the sale and more on the experience.