| Title | WHEEL OF FORTUNE |
| Brand | FORD MOTOR COMPANY |
| Product / Service | FORD FIESTA |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | JWT KUALA LUMPUR, MALAYSIA |
| Entrant Company: | JWT KUALA LUMPUR, MALAYSIA |
| Advertising Agency: | JWT KUALA LUMPUR, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Edwin Leong | Jwt Kuala Lumpur | Deputy Chairman/Ecd |
| May Yong | Jwt Kuala Lumpur | Creative Group Head |
| Bala Chow | Jwt Kuala Lumpur | Senior Art Director |
| Eu Jin Foong | Jwt Kuala Lumpur | Writer |
| Jing Wei Wong | Jwt Kuala Lumpur | Writer |
| Yao Ding Ng | Jwt Kuala Lumpur | Designer |
| Reuben Kang | Jwt Kuala Lumpur | Audio-Visual Producer |
| Jonathan Lim | Jwt Kuala Lumpur | Group Account Director |
| Adrian Cheah | Jwt Kuala Lumpur | Account Director |
| Lin Tze Yee | Jwt Kuala Lumpur | Account Executive |
| Farris Baharom | Jwt Kuala Lumpur | Senior Planner |
| Goh Hong Kiat | Take Two Productions | Executive Producer |
| Lee Kah Loong | Image Rom Sdn. Bhd. | Photographer |
| Joey Wong/Timothy Tai | Image Rom Sdn. Bhd. | Producer |
| Beryl Chong/Hakwee Teng | Image Rom Sdn. Bhd. | Di Artist |
| Queenie Tham | Sime Darby Autoconnexion Malaysia | Senior Manager - Marketing/Communications |
| Hazel Khor | Sime Darby Autoconnexion Malaysia | Brand Manager |
| Veemala Rethinasamy | Ford Export/Growth Malaysia | National Sales Manager - Malaysia |
| Ong Chee Kong | - | Propmaster |
| Keith Ngiau | - | Video Editor |
This simple idea was rolled out to 53 Ford showrooms across the country. In 3 months (October – December 2011), test drives increased by a stunning 63%. It also generated 491 bookings in 4 weeks and a 4-month long waiting list for the car. But most importantly, Ford made an impact upon its return to the local market.
Given that the Fiesta needed a sales boost, the best medium to communicate the promo message would be the product itself. For just a fraction of traditional media budget, we created the Fiesta Wheel of Fortune and attached it to the test drive. When the test drive ends, the fun does not. Customers must run to the spinning wheel to see where it stops. Whatever prize the pointer indicates can be redeemed if they booked the Fiesta. This campaign changed the public’s perception towards incentivised test drives and Ford Fiesta test drives increased naturally.
Every now and then, gimmicks and incentives are used to encourage purchase of cars. However, these tried and tested methods have become ineffective towards the public – a problem for Ford which needed to increase sales before the end of 2011. This became an opportunity for us to do something different. So we reinvented an overused sales incentive and made an event out of every test drive.