The Ford Mustang is coming to Europe for the first time in its 50 year history, and agency Blue Hive is launching the brand with a campaign culminating in a chance to pre-order the iconic car during the Ford-sponsored 2014 UEFA Champions League Final on May 24th.
The TV spots showcase open roads in different locations across Europe with the campaign tagline, “The Road Awaits.” Logistically ambitious, the spots “involved closing landmark roads around Europe – including the Coliseum in Rome, Regent St in London and the Brandenburg Gate in Berlin.” The commercials are part of a larger, 360 campaign which also includes digital, social media, email, print, and cinema. Each of these components directs viewers to the landing experience where participants can register their details for a chance to pre-order a Mustang of their choice. Only 500 of these Mustangs will be available ahead of the car’s official launch, and Blue Hive has created a digital pop-up shop allowing fans to have a chance at pre-ordering for the duration of the 2014 UEFA Champions League final. Stick around for credits after the jump. Read more