Le Fantôme: Making the new Ford Edge unmissable

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Campaign details

Brand: Ford EdgeBrand Owner: Ford of EuropeLead Agency: GTBCountry: EuropeIndustries: Automotive, SUVs, 4x4sMedia Channels: Cinema, Content marketing, Integrated, Magazines - consumer, Online display, Online video, Outdoor, out-of-home, Public relations, Search marketing, Social media, Television, Video-on-demand, Websites & micrositesBudget: Over 20 million

Executive summary

The launch of Ford's most expensive car ever in Europe – the Edge SUV – saw Ford cast the car in an eight-minute movie, with the drama and wit of a Hollywood thriller titled Le Fantôme, featuring Casino...

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