To mark the launch of the new Fiesta last summer and to differentiate itself from other dealer groups, TrustFord created its own multi-channel campaign to complement Ford’s own coverage.
The result, ‘Fiestaval’, had a strong digital focus that both sold the benefits of the new vehicle and encouraged consumers to buy a new Fiesta exclusively through TrustFord.
As a result of a collective effort between TrustFord, content agency Good Relations and media agency Spark Foundry, the campaign theme was ‘festivals’, to highlight the Fiesta’s B&O stereo system.
Alongside creating a dedicated landing page, TrustFord designed teaser advertising and targeted email marketing (for those who had already purchased, and those who had not) with interactive competitions – encouraging social engagement.
The emails achieved an average of 40.8% and 36% open rate respectively, an increase of just under 50% on the previous year.
A Fiesta Find competition, in which customers could win a vehicle through social media, resulted in 4,328 selfies being taken in TrustFord stores.
Good Relations created video content with DJ Tim Westwood which received more than 1 million views on Facebook alone. By the end of September, TrustFord’s Facebook audience had grown to 38,036 likes, up 87% on last year, with a content reach of 4,631,565.
The teaser advertising gained 84,130,928 display advertising impressions and TrustFord added 166,272 new customers to its database.
The campaign was intended to generate footfall and to drive enquiries and purchases. In 2017, it generated 350,105 enquiries and 3,517 new model Fiesta registrations – 112 of which were in Q2, before Fiestaval launched. In July, August and September it saw 793, 969 and 1,422 registered respectively.
A spokesperson for TrustFord said: “We wanted to do something different. We challenged ourselves to be innovators and we believe this has paid off.”