NIGERIA – To support the launch of the all-new Focus in Nigeria, Ford recently completed a first-of-its-kind Focus Relay Challenge in the country. The month-long interactive competition was comprised of four teams of three driving around the city of Lagos in the new Ford Focus conquering challenges along the way. The teams were supported by more than 7,000 Facebook followers who participated remotely in the challenges as Pit Crew members.
Challenge team members were selected based on Facebook participation levels and friend group sizes. The competition challenges included:
• Find Your Focus: Each team sorted through a bowl of keys to find one key that started their vehicle. The challenge highlighted Ford’s Keyless Entry and Push Button Start features.
• Charity Challenge: The teams encouraged their Pit Crew members and friends to donate goods to charity. More than 1,000 items were donated. The challenge utilized the generous cargo space in the new Focus.
• Give Your Friends a Ride: The teams gave their Pit Crew members and friends a ride in the new Focus. Each team explained SYNC, Active Park Assist and the vehicle’s high fuel efficiency to their passengers.
• Lagos Road Rally: The teams competed in a scavenger hunt throughout Lagos that highlighted Torque Vectoring, Sync and Navigation. The winners of the whole challenge won all-new Ford Focus vehicles.
“The Focus Relay Challenge was all about building excitement and spreading the word about the arrival of the all-new Ford Focus in Nigeria,” said Ezio Tuniz, Ford’s regional sales manager, Sub-Saharan Africa. “Ford's award-winning trucks have been best-sellers in Nigeria for years, but the challenge helped to bring excitement to the Focus, a small car that is getting big attention globally.”
“The look of the new Ford Focus has Nigerians really excited,” said Focus Relay Challenge winner MPI Elizabeth Azuka. “It is so much fun to drive the new Focus, and I couldn’t be happier to be driving away with one!”
Followers played along too
Followers at home had the opportunity to get involved by answering trivia questions on the Ford of Nigeria Facebook page. They also helped their chosen team gain advantages during challenges by showing up at the challenges to participate.
“We have been pleased with the depth of engagement from the people who became followers,” said Tuniz. “It wasn’t simply about the amount of followers but more about their depth of engagement with the challenge.”
Every week Facebook followers won gas refill cards and movie tickets, and one lucky follower ultimately won a grand cash prize.
All-new Ford Focus
The all-new Focus combines expressive design with an exceptional array of smart new technologies, high levels of craftsmanship and occupant safety. It also delivers up to 40 mpg on the highway, while offering the driver engaging performance and handling.