KUALA LUMPUR, Malaysia — The recent collaboration of Ford Malaysia, Sime Darby Auto Connexion (SDAC) and Golden Screen Cinemas (GSC) brought excitement to Malaysian movie-goers and fulfilled a young boy’s long-held wish to experience the all-new Ford Focus.
Ford’s first-of-its-kind cinema activation around Malaysia engaged GSC patrons with entertaining and interactive in-theatre commercials featuring local celebrities, including Jin Lim and Reuben of JinnyBoyTV. Patrons were then asked to search under their seats to find a mock-key that would win them the chance to test drive an all-new Ford Focus for a week, as well as two free movie passes from GSC management.
JinnyBoyTV’s video parody, “Typical Malaysian Drivers,” cleverly paired the technology in the all-new Focus to counter Malaysian driving styles with Ford SYNC, Active Park Assist and Active City Stop. The video advertisement received over 900,000 views on JinnyBoy’s YouTube channel and has been played in various GSC outlets across Malaysia.
Eight-year-old Gabriel Lim, an avid car enthusiast, saw this promotion at a Ford Roadshow in MidValley Megamall last year. Gabriel’s father, Lawrence Lim, began using the family’s weekend movie days as a mission to find the Ford Focus mock-key at his son’s urging, searching under every seat in their quest. After almost two months of unsuccessful attempts and a downhearted Gabriel, Lawrence made a request to Ford in Malaysia via Facebook.
In an effort to fulfil the young boy’s dreams, Ford in Malaysia and SDAC arranged with Lawrence and GSC to treat the family to a movie and surprise the young all-new Ford Focus fan. Upon finding the mock-key placed under his seat, an unsuspecting Gabriel was so overwhelmed he could barely contain his joy.
“I love the Ford Focus and I am so happy!” Gabriel exclaimed. Gabriel, who plans to be a car designer when he grows up, brought out his inner hardcore all-new Ford Focus fan, describing flawlessly the car’s key features and engine technology, even though he won’t be driving the car himself quite yet.
“Firstly, I’d like to thank Ford for all their efforts in ensuring my son was one of the lucky winners!” stated Lawrence Lim, who completed his test drive earlier this week. “During our Focus test drive, I took my family on a mini-road trip to the Cameron Highlands. My wife and I were both extremely impressed by how powerful and stable the Focus felt – my wife said she enjoyed the journey so much not because of my driving skills, but because of the Focus!”
Lim continued, “I really liked the leather seats – gave the whole car a very elegant, high-end feel. The exterior of the Focus was really sporty. My son was most impressed by the Active Park Assist, he requested multiple demonstrations of hands-free parallel parking. Thanks so much to Ford and SDAC for giving my family this opportunity to test drive the Focus – it’s been a fantastic experience and will be a treasured memory for my son.”
Since the beginning of the programme at the premier of Skyfall on 1 November 2012, 21 lucky GSC patrons have found the mock-key and to date, 16 of these have already driven the all-new Ford Focus, with most being enticed to own one in the near future.
Other recent all-new Focus test-drive winners include Maryani Razali who felt the Ford Focus Titanium+ was perfectly designed for long distance driving.
“It’s very stable, especially on the highway,” Maryani said. “I was amazed by the interior design…I must have pushed every button! The cabin controls as well as all other features were extremely user-friendly and smart at the same time. My favorite was the BLIS [Blind Spot Information System] – it was really helpful when I wanted to switch lanes.”
Another winner, Ho Yaw Guan, commented after his experience: “This week’s test drive had a big impact, it made me feel that Ford has made significant improvements. After this week, I’m definitely considering a Focus, maybe the ST.” Mr. Ho added that he was really impressed with all of the technologies in the Focus, which made it seem like a high-end car.
By offering an unmatched combination of dynamic design, smart technologies, and occupant safety, the all-new Ford Focus significantly raises the bar for the mid-sized car segment. Distinguished by its sleek and sporty design, fuel-efficient performance, and comprehensive safety package, the fun-to-drive all-new Ford Focus is packed with more affordable smart technologies and features than ever in this segment.
The all-new Ford Focus was the world’s best-selling vehicle in 2012, with sales of approximately one million units, according to Polk industry data.
The all-new Ford Focus’s popularity has earned it various prestigious awards in Malaysia, including Autoworld’s “Best Compact Passenger Car,” New Straits Times-Maybank’s “Family Car of the Year,” AUTOCAR Asean’s “Midsize Sedan/Hatchback of the Year,” and STUFF’s Readers’ Choice runner-up for “Sedan of the Year.”
With this successful collaboration with GSC Cinemas, Ford and SDAC created a unique way to engage with customers, connecting with potential customers in a more interactive way.
“We were excited and pleased to partner with Ford and SDAC in such a creative and unprecedented fashion. Truly, this is an example of advertising, marketing and entertainment integrating to bring customers more opportunities to engage with brands in a more hands-on, memorable way,” said GSC Cinemas Senior Manager of Marketing Claudia Gan.
The Ford and GSC Cinema Activation programme will continue at selected GSC cinemas around the country, increasing the trend of a more interactive connection between advertisers and their audience while providing more opportunities for Malaysians to experience the all-new Ford Focus firsthand.