Ford is leveraging its relationship with the 2013 UEFA Champions League Final on Saturday to launch its new brand campaign featuring technologies available across Ford’s family of vehicles.
The manufacturer believes the approach breaks from the convention of highlighting individual models and discount prices.
Ford will run a 30-second TV ad 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 www.gofurther.com that includes a series of what it hopes will be viral style videos featuring information about Ford technologies.
Roelant de Waard, vice president, marketing, sales and service, Ford of Europe, said: “The UEFA Champions League Final has a bigger TV audience even than the Super Bowl.
“It’s the perfect opportunity to present the Blue Oval to millions of 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 technologies
By selecting a feature, they will find out more about the benefits of that technology with 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.
The campaign starts at the final and will build up to a full launch at the end of June.
“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.