CAMPAIGN-I: Tangozebra creates online ads for Ford on Sportal network

The motor giant Ford is launching an online ad initiative on the Sportal network to reinforce its long-term association with football.

The motor giant Ford is launching an online ad initiative on the Sportal network to reinforce its long-term association with football.

The ad, which is launched this week, has been created by the online advertising technology company Tangozebra, and uses its bespoke 'tranzition' technology.

Tranzitions run as full-screen animated commercials while the user moves from one page to another.

Media for the campaign was brokered, planned and bought by Mdigital, MindShare's digital arm.

The campaign includes five different creative executions of Ford-branded animated football players. They are activated when a user enters the UEFA Champions League area of the Sportal network.

Tranzition online commercials are non-response, and are used as online branding devises by marketers rather than as direct response mechanisms. They run for several seconds without interfering with a user's browsing experience, and use rich media to display animations or short film clips.

Julie Reid, the corporate sponsorship manager at Ford, said: 'The internet now offers us far more than just banners and can be incorporated into the core proposition of cross-medium sponsorship.'

Rowan Avis, the European digital account director at Mdigital Europe, said: 'In a multi-platform environment, it is vital that the sponsorship message is replicated on all media being used in order to strengthen the clarity of the communiction. It is fundamental in any sponsorship partnership that the consumer gains the same experience from whatever platform they access, and replicating Ford's TV creative online is a perfect way to do this.'



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).