The campaign, which runs until October and aims to build awareness of the new Ford B-MAX, launched on-air and online across Classic FM, LBC, Gold and XFM on 12th July and in print and online across The Telegraph on 21st July. Readers and listeners will be encouraged to visit a bespoke online hub, www.fordopendoors.co.uk, where they will be able to apply to attend unique events across the UK throughout the summer.
The free events have been specifically designed for the campaign and target audience in mind and are delivered by Ford B-MAX, with the ‘Open Doors’ ethos of the events, replicating the most notable feature of Ford’s new model – it’s ingenious, easy-access door system.
The bespoke B-MAX site will allow users to enter a ballot for as many free events as they choose, with successful applicants being informed shortly after each event ballot closes.
Other additional campaign activity will include radio support across a wide range of different Global stations alongside advertorial features across the Telegraph portfolio including a cover wrap of Review and a 16 page listings guide, ‘promoted tweets’ on Twitter and digital display advertisements. The campaign will also be supported across Ford’s owned digital properties, including their social channels.
Events range from afternoons spent with a Master Chocolatier, an evening in an observatory, a full-day master class with Michelin starred chef Jean-Christophe Novelli and tours of a disused underground tunnel network in Manchester.
Jonathan Davies, Senior Creative Solutions Manager, TMG, said: “We’re excited to have partnered with both Global Radio and Ford. The B-MAX campaign has utilised The Telegraph’s innovative expertise across a wide range of multi-media platforms to offer Telegraph and Global Radio audiences a variety of fantastic opportunities throughout the summer, whilst showcasing the new B-MAX model.”
Nick Russell, Client Strategist, Global Radio, said: “This is another great example of Global Radio working closely with both other media owners and agencies to deliver a joined up solution. We’re thrilled to be working with Ford on the launch of B-MAX.”
Chris Muers, Advertising and Sponsorship Manager, Ford Motor Company Limited said: “The B-MAX ‘Open doors’ campaign is a truly exciting and unique proposition, designed to raise awareness of our brand new vehicle. Both TMG and Global Radio are a great fit for our audience and have provided a diverse range of relevant channels and events to excite our consumers and provide a platform to showcase the vehicle and its ingenious new design.
This partnership has been brokered, planned and managed by Mindshare, Ogilvy & Mather Advertising and Wunderman.
