Every year for the past nine years, the Brand Content Grand Prize, presented by Prache Media Event, rewards the best strategies developed by Brand Content players. On 5 April 2018, Ford won the Bronze Prize in the category Media Brand Content for its "Fiesta Record Sessions" operation in partnership with Deezer, France’s leading streaming company. This campaign stood out for its original, innovative and creative aspects.
The operation, which ran from 26 June to 31 July 2018, coincided with the pre-launch of the new Ford Fiesta and was designed to promote the Bang&Olufsen speakers in the new compact car.
Based on an idea from GTB, Ford featured four artists: Joe Bel, Christophe Maé, Synapson and Ben l’Oncle Soul. Hosted by Salomé Lagresle, the four artists gave exclusive performances on board the new Ford Fiesta. Thanks to the new B&O PLAY stereo system, the compact car was transformed into a real recording studio for the occasion. The website for the operation http://fiestasessions.fr/ was heavily promoted through a media campaign and on social media.
To enhance the experience, a “Car-aoke” was set up during the "My Deezer Festival" tour in Nantes, Lyon and Marseille to invite festivalgoers to sing and make an exclusive video of their performances.