BBDO New York
Mon, 05 Oct 2020 16:00:02 GMT
Augmented Reality is transforming the way customers are experiencing products. In fact, recent surveys highlight that nearly half of millennials in the US would prefer an augmented reality experience of a product to help them make purchases ahead of the holiday season.
Ford has just launched an AR experience to help bring consumers up close and virtual with the first-ever all-electric Mustang—the Mustang Mach-E.
Now, consumers can experience the vehicle like they would have never imagined with ‘Expert in 0-60,’ a 10-episode, audio guided augmented reality series narrated by members of the Mustang Mach-E team that brings the SUV inside customers’ homes or anywhere. The new immersive approach is just one way that the brand is innovating to adapt to today’s largely virtual economy.
Check out the lenses on Ford’s Instagram from a mobile device.
Unlike other AR experiences, ‘Expert in 0-60,’ which was created with BBDO, encourages viewers to move around the vehicle, while experts suggest the best vantage points to view each feature. Users can hear about the design inspiration, explore inside the vehicle’s cabin and even see the Mustang Mach-E shoot off the line in a 0-60mph demonstration.
In addition to reaching people in their homes, this series will be actively used by Ford’s 2,100+ EV certified dealers across the U.S. as a tool to show the vehicle without any physical Mach-E’s on their lots.
Joe Fox, associate creative director, BBDO NY said; “The storytelling aspect of this AR experience is what sets it apart. Beyond just seeing the vehicle, we want to guide you around it. Harnessing the passion of Ford experts to create interactive stories that elevate Expert in 0-60 beyond just a visual experience.”
His partner, Ricky Bowry, associate creative director, adds; “Combining high fidelity 3D modelling, animation and audio had never been attempted within Facebook and Instagram AR. But with every new challenge, the team found an innovative solution that helped realise our creative vision.”
Brief overview on each episode is below:
Client: Ford Motor Company // Mustang Mach-E
Campaign Title: Mustang Mach-E Expert in 0-60
Creative Agency: BBDO
Chief Creative Officer, Worldwide: David Lubars
Executive Creative Director: Philip Sicklinger
Executive Creative Director: Alex Booker
Associate Creative Director: Ricky Bowry
Associate Creative Director: Joe Fox
Associate Creative Director: Jennifer Neff
Art Director: Jake Boeve
Junior Copywriter: Georgia Murphy
Junior Art Director: Sabrina Ghantous
EVP, NA Business Lead: Joe DiMeglio
Senior Vice President, Group Account Director: Liz Boone
Account Director: Cara Duffy
Senior Project Manager: Dan Brown
EVP, Group Executive Producer: Diane Hill
Head of Digital Production: James Young
Senior Interactive Producer: Danielle Amico
Digital Studio Manager: Jimmy McGee
Associate Art Producer: Lizzy Lehn
Business Manager: Grace Kelly
Video Editor/Motion Designer: Barry Harbour
Production Design Lead: Ray McGale
Creative Director, Design: Brian Bowman
Developer: Mike Bodge
Planner: Philip De Meulemeester
Production Services Director: Jess Nugent
PR Agency: Ketchum
Audio Production: Sonic Union
Social Agency: GTB
Categories: Automotive, CarsBBDO New York, Mon, 05 Oct 2020 16:00:02 GMT