| Title | FORD FOCUS 5 |
| Brand | FORD NEW ZEALAND |
| Product / Service | CARS |
| Category | A07. Use of Music /Sound Design |
| Entrant | J. WALTER THOMPSON NEW ZEALAND Auckland, NEW ZEALAND |
| Entrant Company | J. WALTER THOMPSON NEW ZEALAND Auckland, NEW ZEALAND |
| Advertising Agency | J. WALTER THOMPSON NEW ZEALAND Auckland, NEW ZEALAND |
| Production Company | PERCEPTUAL ENGINEERING Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Cleve Cameron | J. Walter Thompson, New Zealand | Executive Creative Director |
| Cleve Cameron | J. Walter Thompson, New Zealand | Creative |
| Sam Dickson | J. Walter Thompson, New Zealand | Copy Writter |
| Salah Ben-Brahim | J. Walter Thompson, New Zealand | Junior Creative |
| Fraser Kirby | J. Walter Thompson, New Zealand | Junior Creative |
| Glenn Chapman | J. Walter Thompson, New Zealand | Head of Design |
| Jaqueline Smart | J. Walter Thompson, New Zealand | Head of Planning |
| Dominic Henshall | J. Walter Thompson, New Zealand | Group Account Director |
| Natalie Allen | J. Walter Thompson, New Zealand | Account Director |
| Alex Wilson | J. Walter Thompson, New Zealand | Account Executive |
| Mary Wall | J. Walter Thompson, New Zealand | Agency Producer |
| Peeyoosh Chandra | J. Walter Thompson, New Zealand | Head of Interactive |
| Jon Baxter | Perceptual Engineering | Director / Cinematographer / SFX |
| Kerry Prendeville | Perceptual Engineering | Producer |
| Peter Hobbs | Harmonic | Sound Designer / Online Mix |
| Kevin Hyde | Image Craft | 3D Logo Design |
| Bruce Langley | Digital Post | Cinema Master Mix |
| Leon Williams | J. Walter Thompson, New Zealand | Digital Art Director |
| Fiona Sheffield | J. Walter Thompson, New Zealand | Digital Producer |
| Mel Grogan | J. Walter Thompson, New Zealand | Digital Producer |
To shift the perception of the Focus from an everyday car to an exhilarating ride, enter the Focus 5 - a synchronized, precision driving squad. Their mission: to move your senses. This is brought to life by putting the viewer at the centre of a thrilling driving routine captured on film. The cinema version is in 3D and the online version uses binaural sound to create an audio 3D experience, thus truly moving their senses.
The results of the Focus 5 campaign were immediate and effective. Through Ford’s Brand Equity and Awareness Tracking (BEAT), intention to purchase among model considerers increased 78.58% versus the same period from the previous year. This resulted in an uplift in sales versus the same period from the previous year of 23.34% This created a lift in total annual sales of 14.36% Excellent Ride from 23% to 28% Good looking from 35% to 39% Comfortable from 35% to 39% Respected by others from 25% to 34% Adventurous from 14% to 18%
In New Zealand we needed to shift the perception of the Focus range from an everyday runaround car to a dynamic, exhilarating ride. Enter the Focus 5 - a synchronized, precision driving squad showcasing the five cars in the range. Their mission: to move your senses.