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Ford Fiesta launches ‘Love the Summer Vibes’ campaign

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By The Drum Team | Editorial

May 4, 2011 | 3 min read

Ford has today begun a multi-media platform partnership with IPC Media to launch its new four-month campaign for small car brand Fiesta.

Titled ‘Love the Summer Vibes’, the campaign follows on from last year’s ‘Last of the Summer Vibes’ promotion and includes two new partners - Global Radio and Spotify.

The partnership with IPC Media is centred on a ‘Love the Summer Vibes’ microsite with content updated daily by IPC Media's Marie Claire, In-Style, Look and Now titles.

As well as targeting existing Fiesta customers, the 'Love the Summer Vibes' campaign uses a variety of mediums including press, radio, social media and mobile, to attract and engage new consumers. Consumers will be driven to the bespoke microsite filled with information about a vast range of activities and events happening through the summer. With interests ranging from fashion, film, music, art and technology, users will also be able to share their own moments of "supreme cool" using the slide show tool and Facebook plug-ins. IPC has also developed a mobile enabled version of the microsite and a mobile app which allow consumers to access content on the move.

The campaign will be amplified through a national radio partnership with Global Radio's Capital FM and an online partnership with Spotify. The partnership trio enables Ford to fully utilise the paid, owned and earned media channels in one integrated execution across a range of influential touch points.

The campaign has been bought and planned by Mindshare; Ogilvy worked with IPC and Global to produce the offline content.; Wunderman produced the online creative work in association with IPC, Global and Spotify; and IPC Digital created the Love the Summer Vibes microsite and mobile app.

Lyn West, Advertising and Sponsorship Manager at Ford said: “Love the Summer Vibes is an evolution of previous Fiesta communications which allows Ford to share as well as facilitate the sharing of content. The weaving together of both has enabled the developing continuation of a dialogue across multiple platforms with a key conquest audience in line with our global objectives.”

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