To demonstrate the new Ford Fiesta’s style credentials and reinforce the perception of the Fiesta as effortlessly cool, Stretch teamed up with IPC Media to create ‘The Style Showroom’. A multi platform campaign based around the world of ‘Antonella’ – the 29 year old Ford Fiesta target shopper. Antonella loves shopping, but when it comes to shopping for a car the experience is far from ‘effortlessly cool’ – The Style Showroom created the ultimate shopping experience to truly engage Antonella – incorporating online and magazine advertorials culminating with a live event promoted by street teams in Central London. Stretch chose The Vinyl Factory near Carnaby Street to recreate Antonella’s ultimate fantasy car showroom – a series of ‘style’ zones were created within the blank canvas venue including 3 Ford Fiesta Cars on display and areas for style makeovers, nail technicians, green screen photography, interactive styling mirror, and style tips from Instyle, Look, Now and Marie Claire stylists. Guests enjoyed cocktails and cup cakes with music from Radio 1 DJ Gemma Cairney and a special goody bag to take away. The Style Showroom ran over 2 days with a special VIP event on Friday night followed by a reader event for 500 on Saturday.