Microsoft Advertising and Mindshare UK Launch Cross-platform Ford Campaign

Microsoft Advertising and Mindshare UK have launched a multi-platform campaign to promote Ford’s new C-MAX people carrier. Spanning Microsoft’s online, mobile and Xbox platforms, the Ford C-MAX campaign is Microsoft Advertising’s largest editorially-led advertising deal to date. The campaign launched on Friday and will run for three months. The activity is exclusive to Microsoft Advertising, with a microsite live at

The objectives of the campaign are to raise awareness of the C-MAX  car’s features, and to improve Ford’s credentials in the consumer technology space. Microsoft Advertising was selected by Mindshare on the strength of its response to the planning brief, as well as its reputation as a strong innovator,with a technologically-advanced core business practice.

The campaign incorporates a standalone website on, traffic driving creative across all Microsoft online and mobile properties (including MSN channels, Windows Live Hotmail and Messenger and Windows Live Mobile), and an homepage takeover.

The editorial teams at MSN Tech and Gadgets, MSN Him and MSN Cars will drive editorial content, including articles, galleries and video, that tie into the campaign’s ’15 years into the future’ theme. For the duration of the campaign, the three channels’ editorial agenda will focus on what will be happening in 15 years’ time, with features on related topics, including how travel is likely to evolve, what gaming technology we’ll be using, and what to buy now as investments for the future.

From early March, campaign content will also appear on Xbox Live, where users will be able to view videos and galleries within a Ford-branded environment. The campaign also makes use of Microsoft Advertising’s latest audience targeting technology, including data from Windows Live and Experian, to enable Ford to identify and communicate with UK dads.

“In support of Ford’s objectives, we created a rounded and fully-integrated advertising campaign, giving the brand access to the impressive MSN and Windows Live audiences, and building a creative theme that enables complete integration between the online, mobile and Xbox platforms,” says James Hayr, head of specialist sales at Microsoft Advertising. “Our technology heritage, intelligent approach, industry insights and creative talent have combined to produce a campaign that we are confident will give Ford maximum exposure to its target audience.”