Ford Fiesta is the “quintessential small car for all situations and a vivid expression of all that is inspirational in design today”. Following on from last year’s successful campaign - ‘Last of the Summer Vibes’ - the multi- platform media partnership begins on 4 May 2011 and includes two new partners; Global Radio and Spotify.
Mindshare, Ford’s media agency, has developed a partnership with IPC Media, centred on a ‘Love the Summer Vibes’ microsite (live 4 May) with content updated daily by IPC Media’s Marie Claire, In-Style, Look and Now titles. As well as targeting existing Fiesta customers, the ‘Love the Summer Vibes’ campaign uses a variety of mediums including press, radio, social media and mobile, to attract and engage new consumers. Consumers will be driven to the bespoke microsite filled with information about a vast range of activities and events happening through the summer. With interests ranging from fashion, film, music, art and technology, users will also be able to share their own moments of “supreme cool” using the slide show tool and Facebook plug-ins. IPC has also developed a mobile enabled version of the microsite and a mobile app which allow consumers to access content on the move.
The campaign will be amplified through a national radio partnership with Global Radio’s Capital FM and an online partnership with Spotify. The partnership trio enables Ford to fully utilise the paid, owned and earned media channels in one integrated execution across a range of influential touch points.
The campaign launches with summer advertorial content in the IPC titles and ‘Fiesta Fridays’ which will broadcast on Global’s ’95-106 Capital FM Network’. The first 5000 listeners will have the chance to win an exclusive sound track and there will be opportunities to win prizes every Friday. ‘Fiesta Fridays’ will also run on the Summer Vibes microsite, offering additional prizes such as weekend shopping trips, which the IPC titles will promote through weekly newsletters and SMS alerts.
A link from the Summer Vibes microsite and an online display campaign will invite consumers to submit their favourite summer tune to the ‘Love the Summer Vibes’ monthly branded Spotify playlists.
The campaign has been bought and planned by Mindshare. Ogilvy worked with IPC and Global to produce the offline content. Wunderman produced the online creative work in association with IPC, Global and Spotify. IPC Digital created the Love the Summer Vibes microsite and mobile app.
Lyn West, Advertising and Sponsorship Manager at Ford said: ‘Love the Summer Vibes is an evolution of previous Fiesta communications which allows Ford to share as well as facilitate the sharing of content. The weaving together of both has enabled the developing continuation of a dialogue across multiple platforms with a key conquest audience in line with our global objectives.’
Jo Lyall, Head of Integration and Partnerships at Mindshare said: “ This another example of Ford's innovative approach to the new media model that sees brands deliver more value by creating owned content assets and sharing them across multiple platforms and partnerships”.
Sam Finlay, IPC Media’s head of digital advertising, said: “It’s great to see our partnership with Mindshare and Ford evolve and innovate yet again with ‘Love the Summer Vibes’. Our market-leading brands and unique content delivered across multiple platforms gives Ford a fantastic solution that their customers will enjoy and engage with throughout the summer.”
Josette James, Managing Partner at Wunderman said: “Following the success of last year’s campaign we’re even more excited about this year. It’s a multi -channel approach and encapsulates the style and fun of Fiesta by driving great consumer insight. We can’t wait to see the results.’
Andy Dibb, creative partner at Ogilvy & Mather said: "In collaboration with our partners we think we've come up with some fun and feminine creative which will engage our target audience of fashionable young women."
