Cannes Lions

THE FOCUS CHALLENGE

MINDSHARE SPAIN, Madrid / FORD / 2013

Case Film
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Overview

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Credits

Overview

Description

Branded Content in Spain is currently a trend.

The alternatives of entertainment and television channels are increasing, so it is necessary to fill hours of broadcast programming that will engage the audience.

But in fact, the main broadcast networks are very reluctant to issue this type of programming on Prime time slots of wider audiences, because they are looking for quality content to continue to defend its share.

On the other hand, the Spanish Government is very rigid with the airtime of television advertising, so it is very difficult to issue Branded Content while the channels are penalized for it.

Execution

To engage the public, the technological challenge of the new Ford Focus moved to "El Hormiguero", the most successful program of Prime Time broadcast on Antena 3 in prime-time. To introduce the new Ford model, presenter Pablo Motos agreed to play in the program "Technology Challenge Everyone", and presented with the champion cyclist Alberto Contador and The Man in Black to test and verify the new Active Park Assist.

Outcome

Ford made an integrated action with the main values of the brand in a TV lider program in prime-time. It reached 3,597,000 people watching the Ford Challenge. This was 12% of share, with an affinity of 114% and a tactical core of 6,7.

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