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SBD Global/May 24, 2013/Marketing and Sponsorship

Ford Kicking Off European Brand Campaign During UEFA Champions League Final

Ford is using what it "claims is Europe's 'Super Bowl' moment to kick off a new brand campaign to promote the range of technologies available with its vehicles," according to Alex Brownsell of MARKETING MAGAZINE. The carmaker is "timing the pan-European campaign" to go along with Saturday's Champions League final at Wembley Stadium, "of which Ford is a sponsor." A 30-second TV ad will "break during the half time interval" of the match between Bundesliga clubs Bayern Munich and Dortmund, "with the aim of bringing to life Ford’s 'Go Further' brand promise." Ads also will be "shown on perimeter board during the game." Ford is placing a "heavy digital and social focus on the new campaign, and visitors to Ford’s homepage [are] greeted with a new-look design emphasising range of 'smart, safe and green technologies'" (MARKETING MAGAZINE, 5/23).
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