Ford launches Kuga during Champions League final

by Ed Kemp Marketing 14-May-08, 14:30

LONDON - Ford is backing the launch of its Ford Kuga with a multi-channel marketing campaign, kicking off during next week's Champions League Final.

The campaign, which spans 23 countries, comprises above- and below-the-line marketing created by Ogilvy and Wunderman respectively. The new Kuga is Ford of Europe's first entry into the All Wheel Drive (AWD) market and will be backed by direct mail, national and trade press advertising and digital.

The creative execution challenges the concept of why many everyday objects are often designed to look very ordinary. The creative theme is about challenging ordinary design. The creative execution depicts a world in which people can design afresh, starting with usually mundane objects, such as bus shelters and parking meters.

Everyone that interacts with the site generates 'their mark' adding to the others before then creating a visual map of different preferences - forming a digital patchwork quilt. Users can zoom out to see what everyone in their country has chosen and zoom again to see the whole of Europe. The online element of the campaign also involves a mobile WAP site as well as customer acquisition email to boost test drives.

The direct mail aspect of the campaign aims to drive prospective customers tda dedicated campaign website, www.newkuga.co.uk. The website enables the customer to re-invent a new world by adding various fresh design approaches to the canvas-covered streets. As the driver traverses through this world the user can begin to 'Leave your mark' by personalizing Kuga by customizing everything from its colour to alloy wheels to Panorama roof.