Ford to use ice-climber film in S-MAX activity

Ford S-MAX
Ford S-MAX

Ford of Britain is channelling adspend for its S-MAX MPV away from outdoor ads and into an experiential campaign intended to position the model as innovative and technologic-ally advanced.

The strategy, devised by ad agency Ogilvy & Mather and interactive arts and technology collective Seeper, comprises  two events that will take place at the Senate House in London tonight (Thursday) and the Ventilation Building in Liverpool on Saturday.

Print ads running in local newspapers such as Metro, the London Evening Standard and the Liverpool Echo, will invite consumers to attend the events, during which an ice-climbing scene will be projected onto the side of the buildings.

The first two minutes will feature  a film of an ice-climber scaling the building. When the climber reaches the top, they will unfurl a banner carrying the S-MAX campaign strapline, ‘Get more out of life’.

The climber will then disappear and  members of the audience will be invited to use laser devices to ‘cut’ the ice, which will fall away to reveal the surface underneath. Once all the ice has been removed, the area surrounding the building will be plunged into darkness and a Ford logo will be projected onto the wall.

Sound and lighting will be used to enhance the experience for consumers, with performers dressed as Sherpas and mountaineers interacting with the crowd.

The events are being promoted via social media platforms such as Facebook and Twitter, and bloggers are be-ing encouraged to discuss the activity.

Those attending will be asked to tweet and upload photos and videos to dedicated social med-ia sites to generate a buzz about the campaign online.

Lyn West, advertising and sponsorship manager at Ford of Britain, said the marque could better showcase the model’s ‘cutting-edge technology and innovation’ through ‘immersive’ experiential activity, rather than traditional outdoor advertising.

‘We’ve been able to engage with our audience in a new way, and continue the dialogue through social media channels,’ she added.

The latest S-MAX model launched in May, and the current activity forms part of Ford’s  wider ‘Get more out of life’ marketing campaign.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer