In order to promote the launch of Mustang in Europe for the very first time, Ford created an online pop-up shop where people could pre-order one of the first 500 Mustangs. We timed this to coincide with the 2014 UEFA Champions League Final, ending Ford’s 20 year Champions League sponsorship with a bang. The pop-up shop was only open during the duration of the Final so people needed to act fast.

Three weeks prior to the Final, we announced the campaign and seeded excitement. Activity culminated four days before the match, driven by online, social, print and OOH. The highlight was TV airing right before kick-off with the call to action to get your hands on the car right now. We also connected with Ford and football fans, especially on the night of the game, as our Social Media Command Centre posted and amplified content in real time.

Media worked in reverse of a typical auto launch.

We built 3 weeks of anticipation, initially seeding ‘Mustang is coming’ messaging through paid social and innovative digital display formats.

Our #90Minutes social activation campaign engaged with Ford advocates across social platforms and inspired celebrities to get involved.

A fully integrated campaign including TV, Video, Print and OOH ramped up media weight in the final few days before the Final to ensure that the event was unmissable.

On match night we even set up a European Social Media Command Centre where community managers fuelled buzz by reacting to events in real time.

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