Cannes Lions

FORD

MINDSHARE CANADA, Toronto / FORD / 2012

Film

Overview

Entries

Credits

Overview

Execution

We worked with a developer who had created a mobile app-based technology that allows users to control what they see on movie screens in cinemas during pre-roll before feature films. Our execution used two versions of a short, 70 second film featuring the Ford Focus running side by side on the big screen. One side stars a female actor and other a male actor. Before the film runs, the audience is prompted to download the app that will allow them to control what they want to see, her point of view or his. The audience can select different sequences at 4 points during the film, giving them control over which story line appears on the cinema screen. For the first time ever, an app turns their mobile phone into a remote control at the movies.

Outcome

This program ran for 3 months in Toronto and in total there were 83,000+ app downloads and 164,000+ ‘plays’. We saw significant lifts in key brand metrics between those who participated and those who did not:o51% lift in unaided awareness for those who participated vs those who did not.o70% lift in likeliness to purchase vs. those who did not participate.o31% lift in agreement that “Ford cars were packed with industry leading intuitive technology”.o13% lift in agreement that “Ford is designing cars for me”.

Similar Campaigns

12 items

New Ford Focus - The strongest reflection of you

FORD OTOSAN, Istanbul

New Ford Focus - The strongest reflection of you

2019, FORD

(opens in a new tab)