BRIEF: Promote the new Ford Ka to notoriously hard-to-reach 20-somethings and ’young-at-hearts‘ who think the Ka is for grannies.

STRATEGY: We threw out traditional advertising rules to get our audience talking, sharing and discovering a world of amazing things hidden around their geographical location. And we did this by creating an experience that was based on snackable, shareable and stimulating content that our target market would love.

SOLUTION: We created a social mapping website that allows people to find out more about Ka as well as make, share and automatically tweet discoveries related to music, design, street art and popular culture. These discoveries were packaged as snackable content that was ³pinned² on a map. Over 2,500 pieces of content have been created all across Europe in just 6 months.

We repackaged content on the Find It blog, where new discoveries are promoted in more depth. The blog and site can both be followed via RSS feed, Twitter and filtered by region.

RESULTS: The website has received over 1.13 million visitors with 92,991 people registering for test-drives, brochures, and configuring a Ka. A total of 2862 pins (individual content pieces) have been created so far. Despite global sales being in steep decline, the personalised Ka range sold out immediately, creating a waiting list of 35,000 (including deposits paid).