The campaign, created by Ogilvy and Mather and Grand Visual in partnership with JCDecaux Innovate, will project miniaturised 3D ’virtual’ models of the 7-seater Grand C-Max cars on screens and into the hands of passers by.
Ford claims it is the first outdoor augmented reality campaign to use 3D depth imaging technology in the UK.
It is different to other augmented reality activity that requires a printed marker or symbol to unlock the content. Ford’s outdoor campaign uses a camera built into the outdoor site and is based on “natural movement” and so passers by can interact with the campaign without the need for other material.
Users can interact with the car and open doors, fold the seats flat, turn the car 360 degrees and select demos of the car’s key features such as Active Park Assist.
Mark Simpson Ford UK marketing director says: “Using live interactive outdoor campaigns is a great way to really engage with the audience in a way that is not possible with static posters. This has enabled us to create a targeted and tactical campaign that is relevant and fun to use.”
The campaign was planned and booked by Mindshare and Kinetic.
It will run for two weeks at shopping malls including Bluewater, Birmingham Bullring and St David’s in Cardiff.