1. FORD of TURKEY

2. Ford Focus Social Media Campaign
‘Focuslayan Kazansın’

3. "Ford is more than just a car company,
we're also a technology company."
Alan Mulally

4. Background
 In 2011, Ford renewed its global brand positioning as being a
technology brand instead of just being an automobile manufacturer.
 According to this new vision, Ford defined its product strategy as
„delivering newest technologies‟ to a wider consumer group.

5. Background
 New Ford Focus that was planned to be
launched in May, would be the first
model with which Ford accomplished its
progressive technology.
 New Ford Focus that is equipped with a
revolutionary new class of smart
technologies,can trail the mass after the
brand and also can change the
technology perception in positive
manner related „Ford‟ brand.

6. Background
 When considering the perspectives of
Turkey market, the launch of the New
Ford Focus was quite important for Ford
Otosan. Focus had been the primary
model since many years. However,
Focus has needed the innovations to
compete with its competitors and to
remind its value again in the segment.
 The New Ford Focus satisfies the
expectations enormously. All we need to
do was just to explain the superior
technologies of New Ford Focus to the
target group.

7. Background
 ATL creatives to be localised, were emphasizing the three major features
of New Ford Focus.
 According to market research results, 74% of Turkish customers aren‟t
interested in the features of the vehicles.
 It was hard to attract attention for some of the New Ford Focus‟
technologies which are complicate and need explanations, via TV
commercials & printed media.
*Source: http://blog.microsoft.com.tr/otomotiv-sektoru-ve-dijital-pazarlama.html

8. Creative Challange:
How can the features of the New
Ford Focus be driven to
communication for attracting more
attention of Turkish customers?

9. Background
 According to potential
customers‟ profile research,
their internet usage proportion
is very high and spend their
most of time especially at social
media.
 To indicate the features
effectively, it is needed to
create content that is
appropriate for Social Media
dynamics and create an
effective dialog with potential
customers to take a place at
their daily agenda.
*Source: GfK Customer Profile Research 2011

10. Communication Objectives
We defined our objectives as:
 To explain the technological features of the New Ford Focus attractively
to the target group who frequently spend time at social media.
 To break the distant attitude of the brand and to bring it closer to its
target group by creating an entertaining platform in social media.

11. Creative Approach

12. Focuslayan Kazansın Creative Approach
 Determined in line with campaign objectives; we had positioned the smart
technologies of the New Ford Focus as the „most desirable technologies‟
among potential customers.
 By using a sincere and entertaining communication tone, we can add an
„emotion‟ perspective on top of the rational communication that takes
place in offline communication and can take the attention of users.
 We selected Facebook as the communication channel, because of the
high usage rate by the target group. Within the facebook application
which is named as “Focuslayan Kazansın!”*, we created a competition
among the three teams that are formed by well-known celebrities.
*: The name of the project has been selected specifically. The double meaning of Focus and «to Focus» has been used.
Focuslayan Kazansın  The One Who Focuses Will Win.

13. Focuslayan Kazansın Creative Approach
 While choosing the celebrities, we particularly paid attention to contact
with the ones who are from comedy sector. We determined the team
members through the celebrities from cinema, comedy magazines, TV
and radio sectors. The other point that we paid attention, was that the
selected celebrities should use the internet actively and have a significant
amount of fan at online channels.
 After the careful evoluation, we determined our teams as Murat
Akkoyunlu (actor) & Eylem Yıldız (actress), Kaan Sezyum (author) &
Serkan Altuniğne (caricaturist), and the comedian duo which is known as
Cenk&Erdem.

14. Focuslayan Kazansın Creative Approach
 While preparing the fiction of the competition, we planned to give six smart
technologies of the New Ford Focus as a duty to the teams for each of the six
weeks.
 Teams tried to implement the following features of the New Ford Focus;
- Active Park Assist
- Bluetooth & Voice Control
- EcoBoost Engine
- Automatic wipers with rain sensor
- Torque Vectoring Control
- Active City Stop
respectively to the legendary models of Ford from 1970s that are given to
celebrities to drive during project.
 Each week involved 3 videos and they were the keystones of the competition;
- The mission video by Serdar Bostancı (the old champion rally pilot and the
team director of Castrol Ford Team Turkey) to explain the mission of the week
- The preparation video to show the preparations of the teams that is published
at the middle of the week
- The final video showing teams‟ performances

17. Focuslayan Kazansın Creative Approach
 The winning team had been determined by the votes of fans at Facebook.
Users had registered to the facebook application then supported their
teams. And of course, at the end of this competition, fans who met with
the smart technologies of the New Ford Focus and supported the teams,
should approach one step closer to drive New Ford Focus.
 Within supporting the teams, fans have a right to participate to lottery of
winning New Ford Focus, for each of their support.

18. Focuslayan Kazansın Creative Approach
 Twitter accounts were created for the teams. Team members tweeted
their ideas and experiences.
 Among supporters of week‟s winning team, 5 were selected to visit the
set and meet celebrities each week.
 We included popular bloggers into the teams to create and spread more
content.

19. Media Strategy

20. Media Strategy
 To increase the spreading of the campaign among users, we had decided
to drive integrated offline & online communications.
 Digital media communication was driven at the channels which had high
usage rates by potential customers. Within using the channels that are
websites related sport, automobile & man basis alongside with
technology, the optimum cost was provided at the launch period of
application. The campaign plan is flourished via using special channel
projects and Facebook ads engagement.
 Banner campaign which was providing to increase the awareness of the
facebook application that was “Focuslayan Kazansın!”, obtained 148.190
clicks and provided 5.58% CTR.

21. Focuslayan Kazansın – Banner example

22. Focuslayan Kazansın – Special Projects

23. Media Strategy
 To spread the strong impression of the “Focuslayan Kazansın!” project
which was gained at online media and to target mass communication, we
determined to use TV and newspaper channels. A content focused media
plan was devised employing magazine and entertainment shows
matching the application content.
 Appropriate contents are indicated at major TV channels also with
thematic TV channels and related newspapers‟ weekend supplements.
 65% of our target customers (2.900.000 people) watched our ad at least
once. The ones, who saw the ad, watched the film with an average rating
of 3,3
 Newspaper wise, we focused on weekend additions of major papers
related to our content. 33% of our target customers (1.450.000 people)
ran into our advert at least once on newspapers and in average, our
adverts were viewed 2 times by our target customers.

24. Focuslayan Kazansın - TVCs
Voice Control10‟‟ Ecoboost10‟‟ Active Park Assist 10‟‟

25. Focuslayan Kazansın - Prints
 The aim on print creative was to make people excited about the project
 So teasing type tone has been selected with following creatives
 Who is the celebrity that hooks a hookah to his exhaust?
 Who is the celebrity that puts a couch on his car?

26. Campaign Results

27. Campaign Results
 The number of fans of Ford Turkey‟s Facebook page increased 5 times
and reached 40.000.

28. Campaign Results
 14.700 people signed up to the application and 21.000 “votes” given
by the participants
 Active monthly users increased 10 times and reached to 155.634 users.

29. Campaign Results
 Among all the content, Focuslayan Kazansın has reached the highest
interaction among all content that was published in Facebook Ford
Page
Total Likes: 1.336
Total Comments: 992
Total Impressions:1.113.307

30. Campaign Results
 Focus‟layan Kazansın!” awarded as “ The Most Popular Social Media
Campaign”

31. Campaign Results
 The contest got mentioned by the most popular automobile blogs
alongside non-automobile related blogs very often.

32. Campaign Results
 A huge buzz created in both online and offline media

33. Campaign Results
 The videos published each week, spread through Facebook, blogs and
automotive based websites. Total video view reached to 1.984.287

34. Campaign Results
 Fake news website Zaytung, which is being followed by most of the
youth, mentioned the project. This fake news wasn‟t percieved as an ad
by the users, which proved how embraced was the project.

35. What We’ve Achieved
 We created an emotional bond with the consumer by communicating the
technological features of New Focus in an entertaining tone.
 We created permanent content for New Focus on the digital world.
 We accomplished to create a close dialogue with the consumer, clearing
off technic and didactic expressions.
 We created ever existing, constant content for the New Focus in the
digital world.

36. What We’ve Achieved
 We made sure of Ford‟s fast, strong and lasting entry to social channels.
 We wanted to be known as a contest apart from an advertising campaign.
This way we managed the consumer to take part in the project by himself.
 We broke a new ground in Turkish automotive sector by introducing
features of the car in an entertaining way to a community that has 74
percentage rate of having no interest in technical features.