Ford with its new model Ford Fiesta was one of the sponsors of MTV BAM Week Festival, held on September 19th and 20th at Barcelona’s Forum.

BAM MTV is a Hip-Hop and Indie music festival that congregates young public. Ford was interested on the festival to show their new Fiesta, and wanted to reward attendants in a unique way.
Once again, the agency Ogilvy Action asked us to help them with this original action.

Within the festival grounds, Ford set up its own tent where everybody could play a digital interactive roulette game developed by ivista. The game included the branding of the 'Fiesta Love Factory' and was projected on a 3x4 meters LED display, which showed the roulette wheel spinning to the different prizes. The players had to press the 'Love Button', an electronic switch, to stop the wheel or roulette at one prize. The long lines to participate highlighted the success of the action.