Ford drives Focus launch with £4m campaign

By Daniel Farey-Jones, campaignlive.co.uk, Tuesday, 29 March 2011 12:38PM

Ford has kicked off a £4m two-month campaign for its new Focus model with a 60-second TV ad, to be followed by extensive activity including a partnership with Bauer Media.

The TV ad was created by Ogilvy as part of a global launch campaign handled by WPP's dedicated Ford agency team, including media agency Mindshare, and digital and direct agency Wunderman.

The 60-second version will run this week on terrestrial channels, with a 30-second version on multichannel, while in April and May there will be a series of 20-second ads on multichannel, focusing on key technologies in the new car.

Idents promoting Ford's sponsorship of football on Sky will feature the Focus from the weekend.

Also running from this week is an outdoor campaign on more than 3,000 poster sites and digital screens nationally, with a bespoke installation on Clear Channel's high-traffic Cromwell Road site in London that demonstrates the car's traffic sign recognition technology.

On Friday (1 April), ads will break in cinemas – expected to reach 12 million people – and in newspapers, including full-page colour ads.

Magazine activity will start in the May and June issues of titles such as Men's Health, Wired, Four Four Two, ShortList and Sport.

Online activity will run in April and May with a presence on key sites such as Facebook, MSN, C-Net, Spotify and T3. In addition, there will be in-game advertising in football games for Xbox.

Direct mail will be sent to customers and prospects in May.

The partnership with Bauer Media is designed to drive awareness of a Facebook page through which 200 people can win the chance to attend a large experiential event to celebrate the launch of the car, at a secret London venue.

A combination of press advertorials, TV sponsorship, radio promotion and online traffic drivers will run across a wide range of platforms including Empire, Q, Mojo, Golf World, 4Music and the Big City radio network.

Jo Lyall, head of integration and partnerships at Mindshare, said: "This partnership is a fantastic demonstration of a new marketing model around sharable content, that sees content created with one partner, transferred and used in multiple places and on new platforms."

This article was first published on campaignlive.co.uk

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