Ford’s Augmented Reality Campaign Uses Gesture-based Interaction

Ford's Campaign Is the First In UK to Combines Augmented Reality and Digital Out-of-Home Media

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.

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