Ford “Maskedummies”

Bringing Ford Fiesta closer to youngsters.

In order to reposition Ford’s Fiesta brand among youngsters, we defined, designed and launched an online community with its own personality and brand (+kdummies) in which Ford played a promoter role.

Membership to this community (which during the first year reached almost 70,000 users) gave access to content and incentives designed for the youth (from 2 million free songs to game consoles or tickets for Champions League matches) through both online and offline promotions and sweepstakes.

The success of the strategy was reflected not only because buyers in the following years were proved to be younger, but also because of the increased number of units of Ford Fiesta sold, including some belonging to a special edition “+Kdummies” that was designed by the community members.