Bangkok--26 Apr--Hill+Knowlton
- A ten-week, 20 event-location campaign will engage thousands of Thai consumers with an opportunity to experience the all-new Ford Focus’ first-in-market, smart technologies
- Individual videos from the ‘smart demos’ will capture each participant’s spontaneous reaction, and then be uploaded to Facebook at www.facebook.com/fordfocus
- The participant in the most-viewed video from each event location, plus a friend, will attend an exclusive Customer VIP Ride-and-Drive program for the all-new Focus in Krabi
- These 20 finalist videos will be open to the general public for voting on Facebook starting in mid-July; the video with the most votes within the voting period will win an all-new Ford Focus Titanium+
Ford Thailand today announced an exciting, interactive and unprecedented pre-launch campaign -- ‘All-New Ford Focus…Start it. Share it. Win it’ -- designed to engage Thai consumers across the country with real-life ‘smart-demos’ of two of the all-new Ford Focus’ first-in-market, smart technologies. The campaign will officially kick-off on Tuesday, May 1.
‘Start it. Share it. Win it’ provides a unique opportunity for Thais to become part of the local market launch of the all-new Focus by participating both online and on-the-ground over a ten-week period that will include 20 event locations across the country.
The campaign will give more than 3,000 Thai consumers the opportunity to personally experience the smart features of the all-new Focus through weekend events spanning May 11 to July 8.
Participants will be asked to ‘Start it. Share it. Win it’ — meaning to start the all-new Focus and experience the smart technologies, share it with their friends on Facebook, and become eligible to win an all-new Ford Focus Titanium+.
To join, consumers must register on Facebook — www.facebook.com/fordfocus — to reserve their spot for a ‘smart demo’ at one of the scheduled events across the country. Additionally, walk-in registrations will be available at the event locations.
Start it
At the events, consumers can experience two of the first-in-market smart features of the Focus:
- Active Park Assist: With the touch of a button, the all-new Focus driver can parallel park easily — totally hands-free. This nifty system uses sensors around the Focus to help identify a feasible spot then steer the car into the space. The driver controls the accelerator, brake and gears.
- Active City Stop: This collision-mitigation system helps to avoid low-speed front-end collisions by monitoring the road ahead and braking automatically if the sensors detect for stationary traffic or a stopped vehicle in front of the all-new Focus.
Share it
Each participant will be filmed in real-time during their ‘smart demo’, capturing their spontaneous reactions.
On the Monday following each weekend, all participants’ videos from each location will be uploaded simultaneously to Facebook, with each participant receiving a link to their own video that they can share with friends in their Facebook networks.
The videos will then compete against all other videos from their event location for the most number of views over the ensuing period of seven days. The winner from each event location — 20 in total — will be named the ‘finalists’.
Each finalist and one friend will be invited to attend an exclusive Customer VIP Ride-and-Drive program for the all-new Focus from July 14-15 in Krabi, Thailand.
These finalists will be invited to share their experiences in Krabi with the Facebook community through interactive sessions that Ford will host on-location.
Win it
Following the Krabi event, a three-week voting period will open for the 20 finalist videos. Consumers can log-on to Facebook (www.facebook.com/fordfocus) and vote for their favourite video. The video that receives the most votes at the conclusion of the voting period will win an all-new Ford Focus Titanium+.
“We’ve had fantastic successes with the recent pre-launch of new Ford vehicles in the Thai market through unique, interactive and engaging consumer campaigns,” said Saroj Kiatfuengfoo, vice president, Marketing, Sales and Service, Ford Thailand. “The ‘Love Fiesta…Snap it Now!’ campaign for the all-new Ford Fiesta and ‘Global Ranger Challenge’ for the all-new Ford Ranger helped to illustrate that Ford is very serious about connecting with consumers to expand our business with best-in-class vehicles.”
“This new completely integrated, 360-degree campaign for the all-new Ford Focus will further underscore this direction. It will engage consumers, leverage social media via Facebook, provide personal experiences with the completely redesigned and re-engineered Focus, and will continue to build excitement around the country leading up to its official launch,” added Kiatfuengfoo.
The all-new Focus will arrive in showrooms during July as part of the ‘All-New Ford Focus…Start it. Share it. Win it’ campaign, so consumers nationwide can head to their nearest Ford dealer to test drive the Focus and experience its class-leading features.
Globally Engineered, Built in Thailand
The all-new Ford Focus continues the extraordinary momentum of the Ford brand in Thailand. As the next of eight all-new global One Ford vehicles to be introduced to ASEAN markets by mid-decade, Focus will help further expand Ford's footprint in the booming region.
Globally engineered, the Focus is Ford’s best-selling vehicle worldwide — and the all-new Ford Focus will be built at Ford’s new, state-of-the-art USD 450-million manufacturing facility in Rayong that will be officially opened on May 3.
The vehicle sets a new standard for the region with an unmatched combination of smart technologies, fuel economy, safety, expressive design, responsive performance and high levels of craftsmanship.
Smart Focus
The global scale of Ford’s C-car program makes additional technologies and features more economically viable for cars in this segment. This exceptional technology investment is aimed at ensuring the all-new Focus offers customers an exciting array of advanced features only found in more expensive vehicles.
Leading the way is Ford SYNC? which provides hands-free, voice-activated in-car connectivity. This award-winning system allows customers to connect almost any mobile phone or digital media player to their all-new Focus via Bluetooth? and USB connection respectively. The driver is able to make calls or play his or her favourite music via voice commands and a steering wheel-mounted control, all the time with eyes on the road and hands on the wheel.
In addition to Active Park Assist and Active City Stop, which will be on display through the ‘smart demos’, the all-new Focus’ smart technologies also include the first-in-segment feature of Blind Spot Information (BLIS), as well as Smart Keyless Entry and the keyless Ford Power Start ignition.
"The class-leading technologies and innovations of the all-new Focus will be showcased nationwide through the ‘Start it. Share it. Win it’ campaign. Participants will see exactly how the vehicle puts the fun, comfort and excitement back into driving and will understand why Ford is so confident in the success of the all-new Focus,” said Saroj.
To register and for more information, please visit: www.facebook.com/fordfocus. Stay tuned for additional details on event dates and locations.