Project Objectives and BackgroundWith the Focus ST170 and the Focus RS, Ford has built upon its heritage of high performance medium cars, such as the Escort RS/Cosworth. This is presented to the consumer as the establishment of a 'performance channel' within the Ford Focus Family.The performance vehicles unique powertrain, brakes, suspension and wheels deliver smooth power and superb handling, whilst the high specification racing-styled interiors add to the feeling of being in complete control. This is achieved without compromising reliability and comfort, thereby sharing common DNA with the other members of the Focus family.The purpose of the microsite is to communicate and celebrate the outstanding high performance vehicles, and to leverage this performance heritage by generating a 'halo effect' over the other members of the Ford Focus family. This will increase purchase consideration across the Focus platform.Target MarketThe target audience is predominantly male, early thirties, more affluent and more active that the core Focus group. They are techno savvy and therefore are attracted to the technology within the ST170 and RS Focus vehicles.StructureFlash based microsite using innovative action scripting to develop singular identity DNA with links to further information request and primary brand site.Idea/PropositionFocus PerformancePure drivers cars - the performance and handling to be in complete control.CreativeDNA is a common factor in every living thing. By suggesting that all cars in the Focus family share common 'DNA' implies that even the most basic Focus model shares the fundamental characteristics such as power, handling and practicality with the highest performance Focus models. Hence the more basic models receive a 'halo effect' by a definite association with the leaders of the range. By associating DNA, only actually found in living things, with cars, the Focus heritage and bloodline is brought to life.The tone is confident, instructive and proud of this common DNA strand found throughout the Focus family.