Challenge

Ford is recognised as one of the world's great technology innovators having been on the keynote stage at the Consumer Electronics Show for the last two years. Whilst in-car technology is fairly easy to see and understand, much of the innovation – like more fuel efficient engines – lays hidden under the bonnet or behind the dash. So communicating these features – and more importantly the user benefits – effectively posed something of a challenge. With 18 different technology features and 47 European markets, we were tasked with creating an informative and engaging multimedia presentation that customers could view on large plasma screens within the dealership.

Insight

We recognised that this presented us with an invaluable opportunity to communicate to Ford's key audiences that their brand and products are as much about great technology as they are about great looking cars – which was perfectly aligned to the broader 'style with substance' positioning.

Solution

We created a series of mini-films that brought Ford's complex technology to life. Each technology feature was broken down and storyboarded to create a simple and powerful narrative. CGI modelling, animation, live action and infographics were combined to bring the story to life and clearly communicate the driver benefits.

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We used a transparent representation of a generic car that allowed the audience to see under the skin of the entire range and zoom in on the key technology features.

A customisable front-end allowed each dealer to select which of the 18 movies they wanted to play and loop based on their customers' particular informational needs.

These films were reformatted and used on the Ford website and smartphone and tablets applications.