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.