Cannes Lions

Pocket Mustang

RESN, Wellington / FORD / 2017

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Overview

Entries

Credits

Overview

Description

We wanted to let you feel the excitement of test-driving a Mustang, no matter where you happen to be. No waiting lists. No limitations. Just pure exhilaration. To achieve this, we put a little Mustang right inside your pocket.

Pocket Mustang turns your mobile phone into a scale model of a Mustang. Play with your phone just like a toy car and do sweet moves like donuts, fishtails, zig-zags and more. You can unlock badges with awesome tricks or reveal tongue-in-cheek Easter eggs with epic fails. Once you record your moves, we’ll give you a little souvenir of your test-drive: a shareable video of a real Mustang exactly replicating your every hairpin turn and tire squeal, driven by World Champion drifter, Vaughn Gittin Jr.

Execution

Design elements and their integration

App-like UI style

Sleek but edgy

Design touch points

High-end

California

Textural smoke and asphalt

Materials, style elements, design choices

Freestyle typography integrated to the shape of the maneuver

Utilises the Mustang as a runtime element, with dynamic animation

Design development and process

Development discovery-led project with detailed technical prototyping, animatic storyboards and animation previs.

Idea > development prototype > design

Scale

Rolled out customised and localised versions to other markets in the Asia Pacific region, including Taiwan, New Zealand, India, with potential to expand to other global markets.

Outcome

Value added to brand

Favorable opinion ranking raised from 8th in Q3 to 6th in Q4

China/India: 10% to 11% contribution

Value for consumer

The ability to experience the excitement of test-driving a real Mustang

with no waiting lists

Reach/cultural impact

Overall: 575M

China: 444M

Taiwan: 4.9M

India: 120M

New Zealand: 7M

Sales

Sports car segment share from 23% in 2015 to 37% in 2016 (+58%)

Sales +88% during Q4 ‘live’:

NZ: Segment share 15% in 2015 to 70% in 2016

China: Share from 23% in 2015 to 33% in 2016

India: In just Q3 / Q4 2016 - captured 60% share

Taiwan: volume up, but segment share down

Achievement against brief

Overall: 575M vs. 437M target (+31.7%)

China: 444M vs. 384M target (+16%)

Taiwan: 4.9M vs. 4M target (+22%)

India: 120M vs. 45M target (+265%)

New Zealand: 7M vs. 4M target (+75%)

Total engagement: 1.31M vs. 1.2M target (+9%)

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