Ford is shunning analogue media for the launch of its “cutting edge” new Mondeo model.
The car marque says it will exclusively air high definition ads on BSkyB’s high definition (HD) service and is the first major advertiser to do so. It says it wants to target a “select audience”.
The ads, the first Ford has shot in the UK for almost a decade, will premiere during the half-time break in the Sky Sports HD coverage of the UEFA Champions League final. Ford of Britain marketing director Mark Ovenden says it marks the first high-definition car launch.
The campaign, the first of its kind to run solely on HD, will run across linear HD scheduling and in the guise of the sole sponsor of Sky’s Anytime on TV on-demand service for a month. It will wrap advertising preand post-HD content.
The service, which launched earlier this year and downloads a selection of programmes to Sky Plus boxes, has offered advertising on a solus monthly basis with Sony Bravia and Adidas preceding Ford.
The Mondeo will also be launched through other high definition environments including HD cinema, mobile phones and HD screens in Currys.digital stores. The cross-platform campaign will also use premium outdoor sights, digital radio spots and “high quality” direct mail paper stock. It will not run on analogue radio.
The ads feature cars floating above Piccadilly Circus and other London landmarks and have a cinematic feel. The campaign was negotiated by Ford media planning and buying agency MindShare.