Context
Ford’s two biggest U.S. competitors both received this type of government support during the financial crisis
What is a bailout?
In 2007, only this percentage of U.S. car sales were subcompacts
Ford selected this many “Agents” to drive a Fiesta for six months
What is 100?
The Fiesta Movement generated this many YouTube views
What is 4.3 million?
This strategy aimed to build the same “world cars” globally.
What is the One Ford strategy?
By 2010, millennials were expected to make up this percentage of the car market
What is 20%?
Out of how many applicants were the Agents chosen
What is 4,100?
Brand awareness among 16–24-year-olds reached this percentage before launch
What is 38%?
The Fiesta was last sold in the U.S. in this decade.
What are the 1970s?
Name one of the Fiesta’s main small-car competitors in the U.S. market
What is the Mini, the VW Beetle, or the Smart Car?
Agents were encouraged to share not only positive, but also these types of experiences
What are negative experiences?
Ford collected this many potential customer leads during the campaign
What is 50,000?
Name one of the five countries where the Fiesta was produced.
What is Germany, Spain, Mexico, Thailand, or China?
Unlike Europe, U.S. car culture traditionally preferred these larger vehicle types
What are SUVs and sedans?
One monthly mission challenged Agents to create a viral video with this popular animal
What are puppies?
Of those leads, this percentage had never owned a Ford before
What is 97 %?