Entitled ‘New Star Signing’, the campaign encompasses broadcast sponsorship, perimeter board signage, online, press, and consumer promotions.
It kicks off on March 8 and 9 at the first knock-out stage of this season’s UEFA Champions League. On both match nights Ford will have 50 per cent of perimeter boards at all stadia - a first for the Champions League competition, secured via an agreement with co-sponsor Amstel.
The 'New Star Signing' theme will be delivered through Champions League broadcast sponsorship idents. Integrated into the opening and closing credits and top and tailing the breaks, the idents will be aired by terrestrial and pay-TV broadcasters, reaching 45 European markets. Ford expect to reach a TV audience in excess of 107 million across the both nights.
The campaign will continue to run across the remaining 12 matches.
Banner ads on the UEFA.com website will carry the new Ford Focus message, and specific Focus pages will be developed on the site, with links to Ford’s national company websites.
The new Focus itself will be displayed at stadiums, with a specially created interactive display.
There will be a prize draw for the fans with prizes on offer including a New Ford Focus, trips to the final in Istanbul and 10,000 Ford Champions League Footballs.
Ford photographers will be at all games, giving fans the chance to have their image captured digitally, posted on the web and mailed to them as a memento.
Press ads in match programmes will target the fans in the stadium with Haymarket’s official UEFA Champions League Magazine, available at all the grounds, carrying a double-page spread.
