Ford S-Max Cold as Ice

Ford presented one of the most exciting and clever marketing campaigns of the year this month with their unveiling of the new S-Max

. The strategy, devised by ad agency Ogilvy & Mather in conjunction with interactive arts and technology collective Seeper, consisted of two events. The first took place on Thursday 9th September at the Senate House in London's Russell Square, and the second occurred on Saturday 11th in Liverpool at the Ventilation Building.

The first two minutes of the advertising strategy featured an ice-climbing scene projected onto the sides of the buildings. As the climber reached the top, a banner carrying the S-Max campaign strapline, "Get more out of life" was unfurled. The climber then disappeared and members of the audience were invited to use lasers to cut' the ice, which fell away to reveal the surface underneath. The area surrounding the building was then plunged into darkness, with a Ford logo projected onto the wall.

The campaign was designed to showcase the S-Max's cutting-edge technology and innovation, immersing the audience in an experience rather than using traditional outdoor advertising. Part of the experience was the build up to the events using social media platforms. Facebook, Twitter and blogs were used to create a buzz around the campaign and those attending the event were asked to upload photos and videos to media sites.

Lyn West, Ford of Britain's advertising and sponsorship manager said, "We've been able to engage with our audience in a new way, and continue the dialogue through social media channels".

If you'd like to buy a new Ford online, visit Essex Auto Group's website for some great deals.

Ford S-Max Cold as Ice

By: john smith

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