Project: Ford CMAX
Client: Kinetic | Mindshare | Ogilvy
Media: JCDecaux Mall D6
In Charge: 14th Feb 2011
The campaign was planned and booked by Mindshare and Kinetic and will run for two weeks at Bluewater, Greenhithe; Bullring, Birmingham; Metrocentre, Gateshead; St David’s, Cardiff; Princess, East Kilbride and in Westfield, Derby. This highly innovative campaign from Ford follows on from their SMAX ‘Ice Climber’ activity last year which also eschewed traditional billboards in favour of more immersive technologies which allow consumers to interact more intimately with the brand.
Mark Simpson at Ford said: “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.”
This is the first outdoor augmented reality campaign to use 3D depth imaging technology in the UK. Rather than using a printed marker or symbol as a point of reference for interaction, the user interface is based on natural movement and hand gestures allowing any passerby to immediately start interacting with the screen content.