The New Focus Fastback was Ford’s biggest launch in Brazil for 2015. The car was arriving to the market with a more powerful engine and a renovated design that would make anyone sitting behind the wheel of this car a potential buyer.

Unfortunately, test-drives usually are boring spins around the blocks. Definitely something that doesn’t match with the Focus Fastback.

That’s why we created the Focus Fastback Drive. A special test-drive series in two of the best Highways in the World: the Atlantic Road, in Norway, and the Circuit of Monaco, in Monaco. Giving people the chance to drive this machine on spectacular scenarios, amongst the Viking heritage and the Formula 1 legacy, was the right move to bring test-drives to the Focus Fastback’s level.

First, we created a contest where people got the chance to test-drive the Focus Fastback in Norway or Monaco – but we had only 2 winners. So, what could we do for all the other consumers? We partnered up with Google to create an immersive cinematic experience to everyone.

With the help of the Google Street View and the processing power of Google Chrome, we designed an interactive real time 3D WebGL experience where you could drive the car through perfect replicas of the Atlantic Road and the Circuit of Monaco.

On a responsive website platform, people could interact with these legendary roads, while getting a feeling of the real car and learning more about all of its features.

1.5 Million Unique Visitors – The website became a hit right from the start, showing how the experience was truly unique.

81,7% More Test-Drives than Expected – While the campaign was on air, we were able to put more people behind our wheels than any other category competitor.

8,9% Bought the Focus Fastback – It was clear to us showing the car in a special experience would be the right strategy.

71% Bought on the same day of the test-drive – Fast on the streets, fast to make you want to buy it.