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Ford needed to increase sales before the end of 2011.

They decided to achieve this by incentivising Fiesta test drives.

But nobody gets excited by test drives, incentivised or not.

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So we created the Fiesta Wheel of Fortune to replace

an overused sales incentive. It’s a device made by

combining 2 familiar objects - a spinner and the wheel of fortune,

attached to the rim of fiesta test drive units. With it, every test drive

became a game of chance, and every test driver

that booked a fiesta received a prize.

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The result translated into: