We challenged every Spaniard to prove they really know their football. Our campaign launched on the digital version of Spain’s leading football magazine, Marca. Spain’s leading sports reporter, Sara Carbonero, fronted the campaign. She became an overnight pin-up when she was kissed by national player Iker Casillas just after the team won the World Cup. As one of football’s sexiest icons, she was the ideal choice to take participants through the outstanding features of the Focus. She did this between each of the more than 12 million online questions answered in our quiz. Over 28,000 people published their scores on our YouTube, Facebook and Twitter channels during these play-offs. Our 50 viral videos then built anticipation for the televised final. Having whittled participants down to just two finalists, we took over the hugely popular quiz show ‘Pasapalabra’, broadcast at prime time for a one-hour special final hosted by Sara.

- Our televised final was unique. It was the first time in its 10-year history this show on Spain’s biggest TV channel had allowed a brand to take over its format.

- Over 2.5 million people watched this gripping event.

- Over 140,000 people competed overall.

- Our online videos were watched 1.7 million times.- They were reproduced on sites like YouTube 1.65 million times.

- This all contributed to an amazing 87% rise in traffic to Ford dealerships asking for the Focus.- Visits to the Focus section of Ford’s website grew by 500%.