Bold words, eh? Ford, is kicking off its re-imagined Focus with a fresh new advertising campaign. The idea itself may be simple – “drive it!” – but the level to which they’re taking this concept is unique, unusual, and (above all) innovative.
Prospective buyers are thrown right into a videogame-like experience. They pilot the car on a makeshift track in an exciting test of speed and accuracy. Curved roads and cone slalom runs pit the vehicle’s handling against the skill of the driver. Challenges make use of the Focus’ new hardware – everything from the rearview camera to its front grille sensor. Drivers are “graded” based on points, and points are gathered from lasers on the underbody of the car. That’s right. Lasers.
Bull’s-eyes are placed on the driving track to better measure the preciseness of maneuvers. When a driver directs the Focus over a target full-on, the underbody lasers trip a censor and a quick guitar riff and a series of cheers fills the car. Were the driver to miss one, the reaction is less positive – groans and sighs. It gives the whole experience a high-energy feel.
That’s not all, though. A “lipstick” camera is placed on the rearview mirror as well, documenting the entire experience of the driver – every smile, every laugh, every frantic spin of the wheel. Once concluding the test, drivers have the option of posting their videos to Facebook, or Twitter.
By creating a uniquely interactive and shareable experience, Ford means to take its own excitement at the newly designed Focus, and bring it to the masses.
Although its European counterparts have been creating buzz, America hasn’t seen a “new” Focus since 2004. The United States has been skipped over in past years, but 2012 promises to change things. Ford wants to take an aggressive bite out of the global market, showing young buyers that this Focus is a compact urban runaround to contend with.
So, to celebrate the Focus’ groundbreaking redesign, Ford is embarking on a groundbreaking redesign of its own… on how a “test drive” is done, and even how cars are sold! No more stuffy salesmen and glass cages. Let the people spread the word.
The “Start More Than a Car” program will have a22-city tour, kicking off in Chicago on August 22nd. It will hit major cities all across the nation ending finally on December 17th.
Ford wishes to gather 100,000 people to test drive their new Focus – estimating that this tour will account for half the numbers alone. Will you be one of them?
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