As the Entertainment landscape becomes increasingly cluttered with product integration and brand messaging, Ford’s challenge remains to differentiate its products within that space in a meaningful and natural way. That challenge includes identifying the right partners and content to integrate into, in order to allow for the most interesting and effective brand communication. Ford has developed and maintained relationships with numerous broadcasters, production companies and talent as a way of allowing for the best possible opportunities and platforms to feature its products. The brand and its agency partners with entities in a way that makes the process collaborative and mindful of the context in which vehicles are integrated. As a result, the product integration content reflects the brand's identity and maintains integrity while staying true to our brand.

The television campaign for this launch put a lot of emphasis on the new Active Park Assist technology. Telling a similar message in Direct Mail gave our readers an unexpected way to interact with in-vehicle technology in the mail.

Our fans felt ownership in the work, and shared it through social media. Numerous blogs, news articles and message board posts were created about the stunt and the commercial. The work was enthusiastically spread across the Internet, and the commercial was aired on television. On YouTube, the commercial received hundreds of thousands of views. And pre-orders of the Focus ST crushed expectations.