This is the first-ever passenger vehicle TVC developed locally for Ford Turkey.

Turkey is a country of heavy drivers, average driving time is very high compared to other countries (weekly average is 9.4 hours). Yet they don’t complain since it is a personal space that separates them from others. Especially, for C segment drivers, having a car is an indicator of status and ego satisfaction. That's why it was crucial to develop a local film.

The creatives were tested as an animatic film and depending on the preferences of Turkish consumers, Baris Arduç - who is a well-known actor in Turkey, has been chosen as the campaign hero.

Prior to the campaign’s release, film was tested again in terms of an enjoyable viewing experience, brand differentiation and new news, the film scored one of the best ads entering the top 1% ads Kantar Millward Brown tested until now.

New Focus offers everything a user needs and expects from a car, with its smart technologies, premium instruments and 2nd level autonomous driving features.

The power and harmony arising from the unification of the car and its user formed the main idea behind our campaign.

We decided to explain the relationship between new Focus and its user through the metaphor of home, based on “my car is my 2nd home” insight, which we depicted by our researches.

We created a house entirely from the actual parts of the new Focus (room window - front grille, car & home door handles; coffee machine - car engine, dressing cabinet – car trunk, movable hanger – rotary shifter etc.) that is a power and status symbol.

The story was based on the morning routine of a new Focus user until he sits on the car, he takes the control and they become one.

To overcome challenges and develop the best strategy for new Ford Focus, we conducted several researches to understand the needs, wants, deep metaphores and key motivations/ emotive needstates of Turkish car owners and intenders.

The needstates research showed that the emotional needs and expectations of C-segment users are; prestige (power, status), competence (design, expertise, technology) and cohesion (family, belonging).

The deep metaphore study revealed that Turkish people's relationship with their car, was not only within the framework of mobility but, has a much deeper emotional and symbolic meaning. People's expectations from car technologies were understanding, recognising, feeling the needs of the drivers and making them stronger, but not taking the control from the driver.

‘Needs and Wants’ research showed that Turkish people define their cars as a friend, a spouse, a psychologist, an indicator for their status or their 2nd home. And also, they felt relieved and happy as their personal ego is being satisfied while driving.

As a result of all these, our main creative insight formed as; “My car is my 2nd home, it complements me. I feel stronger and more confident when we come together”

Ford Focus has increased its sales rate up to 60% within Ford, despite the price acceleration in a shrinking market.

The average monthly number of test-drives (32 units) was carried out to 340 units per month during the launch.

Ford Focus’ brand power increased by 38% and it is ranked as the most powerful brand among C segment brands.

Top of mind awareness and total spontaneous awareness scores increased, and Ford Focus has become the first model that segment drivers recall (it was the 3rd in 2018). Additionally, regarding the next car preferences, Ford Focus has gained +11 points as the most desired car in its segment.

After watching the advertisement, 80% of the respondents defined Focus as "innovative / technological", "prestigious","increased in driving pleasure", and has "beautiful design".

Although it’s been aired in late 2018, the film has become one of the ten awarded films, in Youtube Ads Leaderboard.