The talent endorsement deal with Olga Kurylenko enabled us to focus Ford’s partnership around the style and celebrity elements of the Bond franchise that particularly appealed to our audience.TV, online and print partnerships were negotiated.E! offered the necessary entertainment and celebrity content. We developed two original thirty minute TV shows; ‘Bond Girl Diaries’ and ‘Live From The Red Carpet’ and eight, 30 second vignettes.With MTV, we created a 60 minute edition of their show MADE. An on-line consumer competition generated (2000) candidates to appear in this reality show, where an ordinary girl was transformed into a modern Bond Girl.In partnership with Glamour magazine we created twelve pages of original editorial focusing on the fashion, travel and celebrity aspects of Quantum of Solace.We were involved from start to finish of production - this campaign and the content involved was truly “Made possible by Ford”.

Perceptions of Ford as being vibrant, exciting, fun and premium were higher across all partners.MTV and E! noted improvements in Ford’s image. 58% of E! viewers, 51% of Glamour readers and 42% of MTV viewers exposed agreed that it was “relevant to me”.On-line the campaign generated 300,000+ users and 305,000+ video streams of the content. Ford received 20,000 competition entries.

We generated 159,223,880 media impressions and the Ford branding was shown to 31,844,776 users. Short-listing of the brand when choosing a new car was an average of eleven points higher among those exposed to the campaign.