CASE STUDY: Ford uses AR to give Thai consumers test drive

Background
When Ford set to launch its ‘All-New Focus’ smart car, it was aware that complicated technical terminology could sometimes turn consumers off. It also needed to convince consumers of the benefits of a car that had never been released or driven before in the market.

Aim
The brand wanted to explain the car jargon appropriately to the core target of 30 to 44-year-olds, business owners, and white collar workers residing in Bangkok, and maximum exposure of all-new Focus and its smart features in a visually appealing way.

Execution
With a focus on product description and a 360-degree experience, the campaign showcased the underlying characteristic of the car through multi-screens, augmented reality, a mobile application, and 3D animation packed with visuals.

Customers were able to experience ‘driving’ the car using on-screen controls through a mobile application wrapped with augmented reality, which converts static print and outdoor ads into a virtual test drive at various points throughout the city. They also stood a chance to win prizes by collecting badges received for accomplishing an action.

The campaign was also supported by TV, print and other digital components, key influencers such as tech gurus and trend setters.

Results
The campaign was launced from 8 Aug 2012 to 31 Jan 2013. The mobile app received 4,500 downloads in the first week and a total of 10,000 downloads at the end. There were 500 users won prizes of movie tickets in cinemas.

The ‘Technologically advanced’ perception increased from 18 per cent to 34 per cent (Ranked #2)

The ‘Innovative’ brand imagery went up from 23 per cent to 38 per cent (Ranked #1)

Brand Favourable Opinion doubled to 73 per cent

The purchase consideration reached 70 per cent from 44 per cent

Share of market was up 175 per cent (From #5 to #3 rank) 

Ford plans to continue to use the app in 2013 along with print ads.