3D Ford campaign is in your hands

Ford of Britain is launching its Grand C-Max car with an augmented reality campaign that allows people to handle and explore ’virtual’ 3D models of the cars. Various UK shopping centres were chosen for the campaign that uses JC Decaux Innovate’s mall six-sheet screens. Users interact with the onscreen car by holding their hands up to the screen.

Ogilvy & Mather in London and digital production company Grand Visual created the campaign. They claim it is the first outdoor augmented reality campaign to use 3D depth imaging technology in the UK. 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 shoppers to immediately start interacting with the screen content. A Panasonic D-Imager camera measures the users real-time spatial depth output and Inition’s augmented reality software merges the real life footage with the 3D photo-real Grand C-MAX on screen.

The campaign was planned and booked by Mindshare and Kinetic and will run for two weeks at six shopping centres.

Mark Simpson at Ford said: “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.”

Andy Dibb, associate creative partner at Ogilvy & Mather, added: "It's eye catching, intrusive, groundbreaking and brings to life the idea of ‘Innovation in your hands’. And it's a great way to get hold of a new C-MAX".