SEEN & NOTED: UNITED KINGDOM – A new digital out-of-home campaign for Ford Motor’s Grand C-MAX, a new 7 seat hybrid mini-van aimed at environmentally conscious consumers, is using digital signage and augmented reality (AR) imaging that enables viewers to interact with the car simply by holding their hands up to the 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 3D depth imaging technology. 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.
“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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