THE CHALLENGE/OUR APPROACH In spring 2003, Ford launched StreetKa, its stylish, yet affordable, roadster. piranhaKid was asked to build hype and excitement over a one-year period, leading up to actual launch, by communicating 'desirability'. piranhaKid selected Kylie Minogue as the most desirable star of the moment - and because, like the car, she is small and sexy. We sponsored her European Tour, Fever, and hired top fashion photographer, Bruno Bisang, to capture images of Kylie and the car, which we could use as photo exclusives to announce the tie-in. RESULTS Full page in Heat and The Star; half page in The Sun and OK! magazine. Paul Harrison, Director Product Communications and Public Affairs, Ford Europe said “The Blue Oval never looked so good!”