23 May 2013

Ford set to launch new brand campaign at UEFA Champions League Final

By Declan O Byrne On May 23, 2013

Ford of Europe is leveraging the hugely popular 2013 UEFA Champions League Final football match on Saturday to launch a new brand campaign featuring surprising and remarkable technologies available across Ford’s family of vehicles.

The entertaining brand-wide campaign, which breaks sharply from conventional auto ads that highlight individual models and discount prices, brings to life Ford’s promise to “Go Further” for the 90,000-strong crowd at London’s Wembley stadium and an expected TV audience of 150 million people across Europe.

Ford will run a selection of 15, 20 and 30-second TV ads throughout Europe during the half-time break of the final between FC Bayern Munich and BV Borussia Dortmund. The ads, as well as perimeter boards at the game will direct viewers to visit a special new web site at www.ford.com that includes a series of entertaining videos and information about Ford technologies.

Three brand new spots – featuring Ford SYNC with Emergency Assistance, Ford 1.0-litre EcoBoost technology and Ford Rear View Camera – were released today on www.ford.com.

“The UEFA Champions League Final has a bigger TV audience even than the Super Bowl,” said Roelant de Waard, vice president, Marketing, Sales and Service, Ford of Europe. “It’s the perfect opportunity to present the Blue Oval to millions of European customers as a brand that offers great cars with remarkable technologies that make life a little easier, safer and more fun.”

Visitors to www.ford.com via computer, smart phone or tablet will experience a new-look homepage, with a scrolling feature listing Ford’s range of smart, safe and green technologies. By selecting a feature, they will find out more about the benefits of that technology with specially created videos. These will be the basis for Ford’s TV spots across Europe during the half-time commercial break of the UEFA Champions League Final. At the same time, Ford will be rolling out new print and outdoor advertising across Europe.

“There is a significant focus in digital and social with this new campaign – from the two screen experiences we hope consumers have during the Final, to a broader conversation in social media where we are asking people for their ideas for dream technologies in future cars,” de Waard said.