Ford’s Campaign is the First in UK to Combine Augmented Reality and Digital Out-of-Home Media
UNITED KINGDOM — Ford Motor’s latest advertising campaign is using augmented reality (AR) and digital out-of-home media to reach environmentally conscious on-the-go consumers. Ford’s AR campaign enables viewers to interact with their latest model, the Grand C-MAX, a new 7 seat hybrid mini-van, by simply holding their hands up to the screen.
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’s content. A camera accurately measures the users real-time spatial depth output and augmented reality software then merges real life footage with the 3D photo-real Grand C-MAX on screen. Virtual buttons on the digital signage display allow viewers to select the car’s color, open its doors, fold down the seats, spin the car a complete 360 degrees, and select demos of the car’s key features such as Active Park Assist. This is the first outdoor augmented reality campaign in the UK to use gesture-based interaction technology.
“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,” said Mark Simpson of Ford.
The campaign was created by Ogilvy & Mather’s London office and UK-based digital production company Grand Visual, with media planning by Mindshare and Kinetic. The campaign will run for the two weeks on JCDecaux Innovate’s mall screens across the UK.
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.