The challenge was to achieve an outstanding innovative media performance and a strong presence in Hamburg, where the key-competitors of Munich-based FOCUS magazine - the news titles “Spiegel” and “Stern” - are situated. In order to show the innovative character of FOCUS magazine a completely new form of media vehicle had to be invented.Our solution was to create a ferry completely branded and coloured in “FOCUS” style! The ferry is used for daily transport as well as for special trips. We had already realised several creative media solutions for our client FOCUS magazine – therefore we were searching for new challenges, extraordinary ideas and innovative executions.As a Hamburg-based agency, located directly on the river Elbe, the idea of creating a FOCUS ferry was rather striking.The ferries on the river Elbe have a high importance for the city of Hamburg and daily life cannot be imagined without them. They are used for public transport as well as for special trips and sight-seeing tours.The complete ship was coloured and styled in the “FOCUS”-look: A great entrance/appearance just in front of the competitors' eye!Realising the plan – from the very first idea to the launch - took nearly six months.The ferry named “Tonndorf” has capacity for 300 persons and started its daily trips on 1 March 2002.Of course, FOCUS can always use the ship for their own special events. The GFMO OMD media team realised the whole project. Starting with the invention of the idea, the necessary research and involvement up to the final execution - including all steps of media planning and buying. The FOCUS ferry is a creative media idea far beyond classical outdoor advertising, that guarantees long-term media impact. Compared to other forms of transport advertising the FOCUS ferry offers an outstanding cost performance ratio.The FOCUS ferry is a brand new advertising vehicle – especially invented for FOCUS. Instead of “just adapting” existing media, an impactful vehicle was created to suit the clients' specific features.

The GFMO OMD media team realised the whole project. Starting with the invention of the idea, the necessary research and involvement up to the final execution - including all steps of media planning and buying.