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Ford Fiesta - M-Site Mission | Tactics | Deployment | Victories Mission With the launch of the new Fiesta, Ford wanted to increase the number of test drives for people who had not made a purchasing decision. Ford also wanted to personalise their customer service whilst building a database of their target market customers. Tactics A small vehicle for people on the move, Ford needed to engage it’s audience through a simple, easy and relevant interaction. By clicking on a Ford banner ad on the Telstra Portal, customers were directed to the Ford WAP site which then presented a call to action. Deployment Communicator held negotiations with Telstra to load the Ford banner on their portal. The creation of the Msite was then implemented given Ford’s key objectives; customer service, database build and a simple consumer interaction, all driven towards creating more test drives. The WAP site was then coded so that customers that submitted their details would be called to organise a test drive. Victories The site received 120,850 impressions in the first week, with 340 click throughs. This amounted to a 7percent conversion rate, which is a fantastic result.

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