Ford of Europe Campaign: Creating Sizzle for Ford

Our Mission

Our mission was to help transform the perception of Ford from a little 'dull and boring' to the cutting edge of new design technology. The new Ford Mondeo was the first Ford car to feature the new Kinetic design. We would use this launch to generate 'sizzle' for Ford.

Our Idea

Casino Royale represented a new generation of Bond films and promised to be a film with both hype and sizzle. MindShare Performance, our content specialists, identified an opportunity to marry the 'new' Mondeo with the 'new' Bond. The movie was the ideal platform within which to showcase the new Mondeo.

Our Execution

We brokered a partnership between Ford and Casino Royale which involved 43 seconds with James Bond driving the Mondeo. The deal included access to Bond imagery, theme tune, behind the scenes footage, games and merchandise to use in Ford's promotional material across Europe.

This campaign attracted the involvement - and financial contribution - of 21 European markets. They all believed the Bond association would benefit them.

The integrated communications, which included TV, print, radio and internet advertising, invited consumers to 'enter the secret world of Bond' through a dedicated microsite, brought to them exclusively by Ford.

Our Success

Post campaign research showed that people aware of the Bond association were more likely to agree that "Ford is changing for the better" and is "confident, stylish, cultured and fun." This translated into a 40% increase in consumers having 'a better impression of the brand' after seeing the association with Bond.

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