BUDAPEST, Hungary – Ford has claimed a prestigious marketing award in Hungary in honour of its innovative Fiesta 24 launch campaign.
Fiesta 24, which gave customers the chance to win a new Fiesta as long they agreed to donate an old car to charity if they won, took gold in the annual EFFIE awards.
The EFFIE is one of the most prestigious awards in the marketing and communication business. Founded by New York based American Marketing Association (New York AMA) in 1968, it rewards both the creativity and effectiveness of marketing campaigns.
The creative idea behind the Fiesta 24 campaign in Hungary came from marketing and media agencies Wunderman and Mindshare and it produced astonishing results.
From 08:00 till midnight on the 24th of January 2013, 29,497 visitors registered their old cars in Ford dealerships in Hungary. The youngest participant was 18, while the oldest was 102 years old. The oldest car registered was a 1959 Skoda, while the youngest was a 2013 Citroen.
Ford of Hungary sold 50 new cars that day, as well as attracting 29,497 potential through showroom doors.
The EFFIE Gold Award is the third prestigious market award won by Ford in Hungary. Previous successes include a Bronze EFFIE for Focus runout campaign, and a Bronze Blade in recognition of Ford Box Café customer activation campaign.