Ford secures multi-platform James Bond promotion
Performance SportEnt Worldwide, MindShare's partnership marketing division, has negotiated an ad deal between the Ford Motor Company and Sony Pictures for the new James Bond film, Casino Royale.
The three-month through-the-line campaign kicks off this month and has been devised to promote the 2007 Ford Mondeo.
Casino Royale, which is released across Europe in November, stars first-time Bond Daniel Craig, who drives a 2007 Ford Mondeo in a scene shot in the Bahamas. However, Bond's principle car is still an Aston Martin, a marque also owned by Ford.
Casino Royale, which is released across Europe in November, stars first-time Bond Daniel Craig, who drives a 2007 Ford Mondeo in a scene shot in the Bahamas. However, Bond's principle car is still an Aston Martin, a marque also owned by Ford.
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The integrated campaign was developed by Ford's European agencies, MindShare, Performance, Burrows, Ogilvy and Wunderman. Marketing activity is appearing across TV, press and online media, and will include outdoor in mainland Europe. The campaign uses the slogan: "Discover the Secret World of 007".
The TV ad airs from this week, predominantly on Sky. Other national, regional and automotive press and national commercial radio are also being targeted.
A campaign microsite will go live from 16 October, featuring exclusive content, downloads and information about the film.
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Comments
Greg Tingle - 03/11/2008
About the only movie that was going to eclipse 'Casino Royale' was the sequel, and it would appear that 'Quantum of Solace', Bond 007, 2008 style has done just that. 'Buy Another Day' is right. Bond, the spy who loved news media, and who news media loved back.