New 'lifestyle' posters gear up for Ford campaign

by Sarah Woods, Brand Republic 02-Jun-06, 11:00

LONDON – Outdoor advertising giant JCDecaux has unveiled poster sites throughout the UK this week as part of a launch campaign for Ford's new S-Max, a combination of sports activity vehicle and family car.

The campaign, a joint collaboration between JCDecaux, Kinetic and MindShare, is part of a wider multi-media drive targeting active families.

The "lifestyle orientated" creative has been handled by Ogilvy to engage with the target audience and the outdoor element of the campaign will be one of the first mediums used.

JCDecaux has produced complete special builds dominated by two-dimensional cut-outs of cyclists and parachutists, while a two-dimensional surfer rides the waves on a water-effect background.

There is one site in London on a main route using one of posters for the campaign. The nationwide campaign will cover London, Birmingham, Manchester, Liverpool, Leeds, Newcastle and Glasgow across 10 sites.

The "lifestyle" campaign was planned by MindShare and booked through outdoor specialist agency Kinetic.

Toby Ruddock, account director at Ford's media agency MindShare, said: "The insights of this audience revealed that the target was difficult to reach due to their energetic lifestyle. Therefore, it was important for us to appear in as many relevant environments as possible."

David McEvoy, JCDecaux group marketing director, said: "Outdoor was a natural fit for a campaign like the S-Max launch, which is focused on appealing to consumers with action-packed lifestyles."

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