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 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.
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 shown in various GSC outlets across Malaysia.
8-year old Gabriel Lim, an avid car enthusiast, saw this promotion at a Ford Roadshow in MidValley Megamall, Kuala Lumpur, last year. His father, Lawrence Lim, began using the family’s weekend movie days as a mission to find the 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, Mr. Lim made a request to Ford in Malaysia via the Ford Focus in Malaysia Facebook page.
In an effort to fulfill 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. He plans to be a car designer when he grows up and showed himself to be a hardcore fan of the Focus, 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!” said Mr. Lim, who completed his own 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. She said she enjoyed the journey so much not because of my driving skills but because of the Focus!”
Mr. Lim added: “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 and 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 (the most recent James Bond movie) in November 2012, 21 lucky GSC patrons have found the mock-key and to date, 16 of them have driven the Focus, with most being enticed to own one in the near future.
The all-new Ford Focus’s popularity has earned it various awards from the motoring media in Malaysia, adding to the many awards it has also received in other countries.
To locate a showroom for a test-drive of the Focus, visit www.ford.net.my
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[by Chips Yap]