In April of 2012, Ford reintroduced themselves to the world with a brand new global campaign. It all began with a television spot, airing previews of the new Escape, Fusion and Focus, each conspicuously missing the blue ovals. In fact, the video made no mention of the auto maker at all. It simply teased out some new features and swept across a few cars and then ended with a link to a site, GoFurther.com
Electric Pulp was asked to create that site.
The site included additional content sections and animations allowing visitors to selectively drill in on features.
Production was tight and crazy, but we were able to launch something clean and fun and tied into the social networks and even got to incorporate some parallax scrolling to keep people intrigued. Because it was a global campaign, the site lived in several variations in multiple languages and all were expected to stay online under the pressure of a video that was bound to go viral. And even with the spot reaching an estimated 3 million viewers in the first week alone (the largest non-Super Bowl auto debut on record), we were able to keep the site online.
This one kept us on our toes. But we’re proud of how it held up, and we had fun all the way through.