Ford launches viral e-mail campaign to promote rally events

Ford is launching a viral campaign featuring short films in a bid

to promote its sponsorship of car rally events this year.

The six 20-second films feature two men dressed in Ford rally suits

running around London pretending to drive an imaginary car and making

car noises.

The campaign shows them sitting in the back of buses, in traffic jams

and in supermarkets.

The ads were developed by MindShare's sponsorship division,

BroadMind-Worldwide, and were created by the advertising agency Bruce


Mdigital Europe, MindShare's European digital division, brokered a deal

to distribute them via an e-mail campaign. This will run over 12 weeks

in six stages across the UK, Germany, Italy, Spain and France, in

association with Yahoo! and the sports websites Sportal and


The sites will promote the films through their e-mail subscription

lists, targeting 25- to 44-year-old men with an interest in sport. The

films will be sent out before each of the six rally events.

Rowan Avis, account director at Mdigital Europe, commented: "It was

great to be given the chance to manage an exclusive e-mail campaign

featuring such edgy film creative."