Ford gets focused in new campaign

The new Ford Focus hits the road with an integrated campaign, featuring the USPs of the new vehicle.

The campaign kicked-off with a pre-launch teaser campaign in June, which saw several Ford Focuses placed in different areas including The Weld shopping centre in Kuala Lumpur, Jaya One in Petaling Jaya and MidValley, covered in red cloth with a QR code.

The teaser aimed to entice the public to scan the QR code and get a glimpse of the unique features the new Ford Focus carries.

It also aired radio commercials on English and Chinese radio stations and cinema ads in TGV and GSC featuring the USPs of the car, such as Active Park Assist, Active City Stop, Bluetooth with Voice Command and Keyless Entry with Push Button Start, while driving the message ‘The World's Best Selling Model 2012'.

The brand had enlisted celebrity Maya Karin to appeal to the 30-something, English-speaking audience and TV host Owen Yap to Chinese-speaking audiences.

Following the launch of the new model last week, creatives featuring Karin and Yap were released via print ads, alongside radio commercials, OOH media, on-ground roadshows, digital ads and social media engagement.

According to Sime Darby Auto ConneXion senior marketing manager Queenie Tham, the heavy use of digital is a reflection of the target audience's adoption of smartphones and the car's multifunctional and technologically advanced features.

"Their profiles matched that of the vehicle and those in our target group, who are seen as successful individuals," added Tham.

Testimonial videos featuring the two personalities were created following their experiences using the car after a week, while radio announcer Jin Lim (or popularly known as JinnyBoy), was also engaged to create a video in conjunction with Merdeka using the Ford Focus.

The videos were uploaded on the Ford Focus Malaysia YouTube channel and JinnyboyTV with social engagement on Facebook, Twitter, Instagram and Google+.

The campaign, which will run until October, involved JWT for creative, JWT-XM for digital, Hill+Knowlton Strategies for PR and Mindshare for media.