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Ford's new strategy was to "surprise" consumers, and putting James Bond in a Mondeo is definitely surprising. While there seemed to be no intrinsic link between the Ford brand and Casino Royale, Ford managed to create an extremely credible and engaging association with this massively successful Bond movie. The association enabled Ford to leverage the positive brand equity of Bond and create its biggest ever fully-integrated 360 communication plan implemented in over 24 markets in a media solution that capitalised on using the Bond imagery and classic Bond theme music to invite consumers to "Enter the Secret World of Bond".

The activity ran for a period of 6-8 weeks around the launch of the movie with the aim to create buzz, intrigue and excitement and encouraging users to visit a Bond-themed Ford microsite. The campaign proved hugely successful, with research showing that people who were aware of the association between CR and Ford in Russia, Germany and the UK were more likely to regard Ford as their "first choice" or to "seriously consider" choosing Ford next time they buy a car. 40 % of consumers interviewed in the UK agreed with the statement "the involvement of Ford with Casino Royale gives me a better impression of the brand" (61% agreed in Russia)

MindShare Performance drove the relationship between Ford of Europe and Sony/Eon and handled all project management to include contract negotiations, agency briefing, creative approval management, market sell-in, research briefing and general day to day management, sitting as the primary contact in Ford's Blue Team with partners Ogilvy, Ogilvy Action, Wunderman, Burrows and Imagination. MindShare Interaction also had a consulting role working closely with Wunderman to find innovative solutions in digital media.

"The Blue Team, led by MindShare Performance, produced an outstanding campaign with a truly integrated 360 delivery of media strategy and creative assets"

Joanne Sheehan, Ford of Europe

If you'd like any further information on this project or would like to discuss the potential opportunities film marketing holds for your brand, give Ed Sharp a call on 02079694040 or email him.