FORD FIESTA LAUNCH - THE INDEPENDENT STATE OF NANDI

After moving into their thirties, some young South African drivers reach independence. It comes with well-deserved of freedom but also the making of some tough decisions. For the launch of the all-new Ford Fiesta our campaign was aimed at a younger female audience aged around 25 to 35. And we knew just where to target them. On Twitter.

 Almost 60% of Twitter users in South Africa are female, a figure that grows even bigger in the age group that we targeted.

 Introducing the Independent State of Nandi. A 8-episode Tweries that tells the story of an independent young woman on her way to her sister’s wedding, along with her boyfriend. We asked our Twitter audience to help Nandi make a few important decisions during a road trip to her sister’s wedding in the all-new Ford Fiesta.

 All the drama takes place in and around the Fiesta, with each episode ending on a cliff-hanger, as Nandi needs to make crucial decisions. Here we asked our viewers what Nandi should do.

We started a conversation on Twitter and made people part of the drama. When all was said and done, we put all the episodes together and launched a captivating short film. The video you can see here.

 The results and engagement was exactly what we hoped for. The campaign won a lot of new followers for Ford, and especially the all-new Ford Fiesta. Hopefully making one of those tough decisions, the one on which car to get, a bit easier.

 And of course, after it was all over, people wanted a sequel.