Alongside Dr Car offering tips and an introduction to the Focus in her video blog was her companion, Master Focus. He was a blogger-enthusiast who wrote about his test drive in the Focus with his girlfriend and his trip to the China Circuit Championship to see the Focus race. Together, they communicated with our prospects interactively. They offered a potent mix of male fantasy and car enthusiast passion to engage men with the brand online.

Our target of 1,000 pre-orders was surpassed by 10%, with 1,100 pre-orders!

This represents US$20m in retail value versus an investment of just US$400k.

That’s an investment of just US$360 per car and a massive ROI of 55:1.And no cars were available in showrooms.