Ford Focus: Do it yourself

Client Company Name: Ford
Brand Name: Ford Focus
Agencies: Wunderman s.r.o., Ogilvy & Mather spol. s r.o., Mindshare s.r.o.
Category: Integrated Communication
Total Commercial Communications Expenditure: €50,000 to €100,000
Country: Czech Republic

Background

Ford launched a new type of Focus. In the category of C-class vehicles, the new Ford Focus offers the most advanced technological elements that help make driving and parking easier (park assist, adaptive lights, blind spot information system, etc.).

Objective

Campaign objectives:

  • to increase awareness of the new type of Focus by non-traditional means, particularly by online media (to reach 45% of Czech online population, 2,8 mil. people)
  • to support the perception of the new Focus as being the most technologically equipped C-class car
  • to improve awareness and interest in smart technologies, which improve safety and overall driving experience).

Strategy