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Ford Fiesta was aging. The nippy little motor was being increasingly seen as a runabout for older folk. The challenge was to connect with a younger female audience to boost sales and start a longer-term relationship with Ford.

Ford’s small cars were therefore positioned as the key to social independence to ignite desire for Fiesta and Ka among young women by showcasing their modern styling and fun personas.

The company partnered with UK broadcaster Channel 4 to give the vehicles a bit of urban edge and created a long running series Bite featuring a 20-something girl’s car adventures.

The video player was given pride of place on C4.com with a new episode released every Tuesday and also made available for download via i-Tunes with teaser clips on Yahoo mobile.

Celebrity weekly Heat magazine treated the show as a new C4 show running an expose on the Bite girls and weekly features in print and via Heat Radio.

The activity attracted nearly 900,000 unique users, with roe than 2.2m plays of episodes. Half of all users returned weekly.

A new series launched in April 2008 and is due to run until September 2008. This time round videos will be viewable on Facebook, Bebo, MySpace and YouTube as well.

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