Concept, Art direction and Design
Focus brings a whole new level of technology to its category.
So, to reach our target audience, we focused on the car's most impressive feature: the Active Park Assist. This system allows for completely hands-free parking. The idea was to create a customized hand care lotion and send it to influential blogs and websites.
The message was: "now that your hands are free, take good care of them." We were able to introduce the technology in the Focus in a very unexpected way, generating spontaneous media and an increase in test-drives.