Ford C-MAX digital campaign
Spanning Microsoft’s online, mobile and Xbox platforms, the Ford C-MAX campaign is Microsoft Advertising’s largest editorially-led advertising deal to date. The objectives of the campaign are to raise awareness of the innovative features of the C-MAX (such as Active Park Assist, Power Operated Tailgate) and to also improve Ford’s credentials in the vitally important consumer technology space. Microsoft Advertising was selected by Mindshare on the strength of its response to the planning brief, as well as its reputation as a strong innovator with a technologically-advanced core business practice.
Consisting of several components, including a standalone website on MSN.co.uk, traffic driving creative across all Microsoft online and mobile properties (including MSN channels, Windows Live Hotmail and Messenger and Windows Live Mobile), and an MSN.co.uk homepage takeover, the campaign makes extensive use of the extremely popular and high-quality editorial capabilities of the MSN channels.
The editorial teams at MSN Tech and Gadgets, MSN Him and MSN Cars will drive editorial content, including articles, galleries and video, that tie into the campaign’s futuristic ’15 years into the future’ theme. For the duration of the campaign, the three channels’ editorial agenda will focus on what will be happening in 15 years’ time, with features on related topics including how travel is likely to evolve, what gaming technology we’ll be using, and what to buy now as investments for the future.
From early March, campaign content will also appear on Xbox Live, where users will be able to view videos and galleries within a Ford-branded environment. The campaign also makes use of Microsoft Advertising’s latest audience targeting technology, including data from Windows Live and Experian, to enable Ford to identify and communicate with UK dads.