News - 20/02/2014

Ford to launch music-focused "EcoSport Live!" campaign of Feb 26th

Ford to launch music-focused "EcoSport Live!" campaign of Feb 26th


Ford has announced a music-focused campaign for the launch new Ford EcoSport that will kick off on the 26th of February with 10 European artists performing in Barcelona (coinciding with Mobile World Congress).

The performances will be live streamed on Ford’s channel on YouTube and featured artists include Hello Gravity (Germany), Mickael Miro (France), Natalie McCool (UK) and Nina Zilli (Italy).

Ford’s campaign is called “EcoSport live!” and will be launched by Paul Mascarenal, Chief Technical Officer and Vice President of Research and Innovation at Ford.

The campaign has an interesting angle as on top of the live performances Ford has also provided 100 music, fashion and sports bloggers in 10 european countries with a 6 months loan of the EcoSport car to increase its impact on the company’s target demographic for the vehicle.

Music has can be an important part of car adverts but it’s not often that it becomes the core focus of a campaign with sports personalities often prevailing. The fact that Ford has chosen to work with a number of local, lesser-known acts instead of a single global superstar is also an interesting indication of a shift in brands’ attitudes towards music as an effective way to carry a message.
 



(Andrea Leonelli)

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