Cannes Lions

MotorDreams

GTB, Madrid / FORD / 2017

Awards:

1 Gold Cannes Lions
2 Shortlisted Cannes Lions
Case Film
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Case Film
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Overview

Entries

Credits

Overview

Description

We’ve created Max Motor Dreams, a baby’s cradle which accurately simulates the sensation of riding in a car.

All controlled via a simple app for Smartphones, that tracks baby’s favorite outings as you drive, like constant movement similar to a car ride, the sound and gentle vibration of the engine and ambient lighting to simulate traveling.

The tracked movements are played back accurately on the cot when you need to put your baby to sleep..

Execution

To be part of the conversation when talking about families, we’ve created Max Motor Dreams, a baby’s cradle which accurately simulates the sensation of riding in a car. We’ve applied many of the attributes of the vehicle which send babies to sleep to the design of the cradle: Constant movement similar to a car ride, the sound and gentle vibration of the engine and ambient lighting to simulate traveling.

All controlled via a simple app for Smartphones, which even enables you to record baby’s favorite outings as you drive, and then play them back accurately when you put them to bed.

This gives the baby exactly the same sensation as riding in a Ford C-Max, without leaving home.

The product was launched on the web as a promotional item, and has become Ford big launch in SPain. It is now available as a new Family range accessory.

Outcome

The number of visits to the dealerships increased up to 75% with more than 2.000 test drives schedules only in Madrid. The launching video had more than 4M organic access and the click to the max family configuration on the Ford Web site has also increased 150%. We´ve succeeded in positioning the Ford Max range as the benchmark in family vehicles increasing sales on 70%. "It was the best cost/benefit campaign ever done by ford Spain"

Due to the success and requests, the product is now being implemented as a regular accessory for the MAX family on the Spanish Ford website.

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