Fastback Drive Experience
- Brand
- Ford
- Year
- 2015
- Objective
- Product Launch
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Slikland
- With
- Sonoplastico
- With
- Cricket Design
- With
- Monks
- With
- GTB
Objective
Ford was launching the Focus Fastback in Brazil as a new kind of car and needed people to feel its sportiness before they ever reached a dealership. The campaign's own tagline made the problem explicit: a quick test drive around the block can't show what this car can do, so Ford needed a longer, emotional stand-in for that drive. It gave people online what most would never get offline — a run down the same two roads, Monaco and Norway's Atlantic Ocean Road, that real test-drive winners were being sent to in the physical promotion.
Solution
The site drops the visitor straight into a choice between two real roads: Monaco's street circuit or Norway's Atlantic Ocean Road, no download needed and no difference between phone and desktop. Picking one puts the player behind the wheel of the Focus Fastback in a real-time 3D scene, steering through every corner themselves instead of watching Ford narrate the drive in a film. There's no configurator or spec sheet to click through — the whole experience is driving the lap and feeling the car handle bends and straights on roads no dealership test drive could offer. After one road, the player can go back and run the other, turning the pitch for a single car into two very different drives.
- 1
The player lands on the Focus Fastback promo site, pitched around the idea that this car can't be judged by a short test drive around the block — the site invites them to try it themselves instead.
- 2
The player picks one of two real-world routes to drive: the streets of Monaco, the famous Formula 1 street circuit, or Norway's Atlantic Ocean Road.
- 3
The player then drives the Focus Fastback along the chosen route through a real-time 3D scene rendered in the browser, steering the car themselves rather than watching a preset animation, with no plugin install required.
- 4
The same driving experience runs on mobile, with the layout adapting so the route can be started and steered from a phone screen.
