BRENTWOOD, England – The S-MAX marketing campaign recently came to life as Ford replaced traditional outdoor advertising with advanced 3D projections to communicate the car's advanced technologies.
The interactive outdoor campaign, developed as part of the launch of the new S-MAX, made its debut on September 9. It consisted of two integrated sequences - two minutes of theatrical film followed by six minutes of laser sequences projected on to the side of iconic buildings in the UK.
Spectators saw the building exteriors apparently freeze-over, with an ice-climber scaling the walls to the summit. Borrowing from video and arcade games, members of the audience were able to use laser 'guns' to cut away sections of the ice, which then appeared to collapse and fall to the ground.
Ford partnered with two agencies, Ogilvy & Mather and Seeper, to launch the multi-media experience, which took place in Russell Square, London, and Georges Dock, Liverpool.
Lyn West, advertising and sponsorship manager, Ford of Britain said: "With themes from our 'Get more out of life' advertising campaign, we’ve been able to engage with our audience in a new way, and then continue the dialogue through social media channels."
Evan Grant from seeper.com added: "The S-MAX ice experience is a ground breaking, theatrical, interactive projection mapping experience. The theme comes to life with theatrical performers, encouraging the audience to interact using a series of custom-designed laser cutters."