Title	BREAKING THE WALL BACK TO EUROPE WITH FORD FIESTA
Brand	FORD SOLLERS HOLDING LLC
Product/Service	FORD FIESTA
Category	A11. Digital & Mobile Brand Experience
Entrant	MINDSHARE Moscow, RUSSIA
Idea Creation	MINDSHARE Moscow, RUSSIA
Media Placement	MINDSHARE Moscow, RUSSIA
Production	MOBILE AGENCY Moscow, RUSSIA
Additional Company	RAMBLER & CO Moscow, RUSSIA

Name	Company	Position
Salvatore Campolo	Ford Sollers Holding LLC	Marketing Director
Julia Malina	Ford Sollers Holding LLC	Marketing Communications Manager
Natalya Derjuzhinskaya	Ford Sollers Holding LLC	Advertising Manager
Alexey Kuryavsky	Mindshare Russia	Business Director
Victoria Erastova	Mindshare Russia	Media Group Head
Oleg Paralyush	Mindshare Russia	Strategic Director
Dmitry Tarnovsky	Mindshare Russia	New Media Invention Director
Vladimir Maklakov	Mindshare Russia	Head of Social & Special Projects
Anna Malysheva	Mindshare Russia	Senior Special Projects Manager
Andrey Zavoloka	Google Russia	Industry Manager, Automotive
Andreas Toscano Mielenhausen	Google Russia	Creative Director
Ruslan Medved	Rambler & Co (R.Point)	Executive Director
Maria Danilina	Rambler & Co (R.Point)	Special Projects Director
Fedor Shorin	Mobile Agency	Executive Director
Mikhail Goryachev	Mobile Agency	Producer

The Campaign

Crisis and international inconsistencies made the prospects feel separated and missing Europe like never before from Soviet Union times. While Ford Fiesta was the bestseller in Europe. Thus Ford Fiesta challenge was to bring feeling of Europe to its prospect in Russia back again. Virtually, physically, entreatingly.

Creative Execution

During 2 months Ford Fiesta delivered Europe to Russia in 3 key communication channels: online (Game), mobile (VR Mobile App) and during the 2nd month in Shopping Malls (VR experience). Online Game was an entry point for Mass Audience engagement. All the players received the Cardboards to feel Europe & Ford Fiesta virtually and improve gaming experience. Also Europe experience was delivered through Mega Shopping Malls where a window to Europe was opened figuratively thanks to the VR technology.

The campaign inspired young prospects to experience Europe here and now with the New Ford Fiesta. Now they are not missing Europe as much as in Soviet Union any more. - 750K+ people joined the project - 1.5M+ viral reach thanks to 50K+ game players who shared their experience with friends - 4K+ real testdrives in dealerships during and right after the campaign, that is much more than took place during before the crisis Ford cars launches

The case is based on gamevertising: entry point was online/ mobile game where prospects were challenged to guess where Fiesta is shown based on Virtual 3D Panoramas of Europe and Russia with Fiesta embedded into. Besides every player get additional Virtual European Experience – VR Entertainment. VR was used not just on localized event, but as massive (national scale) entertainment. This is the first case in Russia where VR was used for mass entertainment. It was implemented even before Cardboard functionality was fully deployed on YouTube.

The prospects are Urban Balancers: in their late 20-s/early 30-s they look for balancing work and family, evolve life ‘step by step’ and believe that their effort deserves ‘an upgrade’ to certain standards of quality lifestyle. Online is the first medium for them in Russia. Thus the approach was to to build clear link of all new Ford Fiesta with European style of life through online entertainment. Generate interest and mass engagement through gaming & virtual experiences. And finally, link Ford Fiesta testdrive with indulgence, that prospects could get only in Europe before this launch.