In the category of C-class vehicles, the new Ford Focus offers the most advanced technological elements that help make driving and parking easier. Czechs believe that they can do everything by themselves, so we challenged them to do so. In the campaign, we have gradually shown what such handymen ideas look like and thereby stimulated interest in new car technologies. We then compared these absurd amateur ideas with Ford’s advanced technologies, thus continuing to build the interest in the new Ford Focus.

The campaign had1.Teaser and PrelaunchThe campaign started in March 2011 as a blog of the newly formed Civic Association for Better Cars (OSLA), where some videos were seeded. Facebook and other social media were used to amplify the seeding effect.1 month later, a landing page called zlatyrucicky.cz (goldenhands.cz) was launched with a dedicated YouTube channel.After a popularity build-up of the movement, PřemekPodlaha (a Czech DIY icon) entered the campaign with a series of reports that became a viral hit.2. Duel OSLA movement challenged Ford to a duel to see whether DIY solutions would stand the test against Fords new technologies in head-to-head driving skills challenge. Ford was a clear winner.3. Partnership and BrandingFord became a partner of OSLA and all its content was branded. A DIY ideas competition was started and DIY cars were showroomed at dealers.

We extended the client’s brief from a simple presentation of new technologies to a full activation of potential consumers. We managed to rouse their interest in new car technologies and we gained their active participation in a campaign.• The Campaign spread mostly virally and drew massive unpaid media attention• A national TV station took over and broadcast all our full-length videos over a period of more than 1 month as a part of regular programming• Our campaign reached over 4,520,155 people (75% of Czech online population)• 1,002,132 video views on YouTube• 40,075 active users in final competitionNew Ford Focus also won the prestigious Car of the Year award in the Czech Republic.