Apr 22, 2014

Ford showcases branded interactivity at Beijing Auto Show 2014

While most car brands at this year's Beijing Auto Show relied on the tried-and-tested model of automobiles and 'booth babes', Ford stood out (along with Volkswagen). The automaker chose to highlight its brand attributes with interactive displays, developed and delivered by its experiential agency Imagination, that gave traction to its positioning as a technology-led as well as family-oriented brand.

whatsapp 0 whatsapp 0 Facebook 0 Tweet 0 linkedin 0

Executives at the Ford press conference announced plans to bring 15 new vehicles to the Chinese market by 2015

Ford showcases branded interactivity at Beijing Auto Show 2014

The Ford Escort compact car

Alan Mulally, president and CEO of Ford Motor Company, with other senior executives

In 2013, Ford's sales in China rose 49 per cent to 953,813 vehicles. Marin Burela, president of Changan Ford Automobile, being interviewed.

An interactive 'Fan Face' exhibit communicates the power of the brand's EcoBoost engine when two high-powered fans blow wind into visitors' hair. A camera snaps a picture that they can share through social media.

A multi-player racing game associates Ford with fun

Emcees of a live Ford entertainment show

An outdoor display of Ford vehicles

Ford is the only automaker to have a driving area for juniors

A kid driving a mini electric Ford cars around a track

Ford brought to attention its 'Sync AppLink' technology, which allows consumers to control popular smartphone apps through voice commands with a live testing station at the show

Visitors can take a green-screen photo that is superimposed onto a branded Ford photograph

Upon entering the Ford booth, visitors are encouraged to register for a 'Blue Oval' RFiD card that keeps digital records of all the car models they explored and the brand interactions they took part in.

A sustainable material display

Commemorative self-made Ford badges are surprisingly one of the most popular brand interactions at the booth, because "people like free things".

A Ford penny presser machine also dispensed free pennies for visitors - another form of branded memory from the show.

Ford's souvenir-photo display

Imagination brought in teams from Shanghai, Detroit, Melbourne, Sydney, Hong Kong and London to deliver for Ford.

A Ford game card to collect stamps at each interactive display

A Ford car provides free transportation for Auto Show visitors upon taking a photo with a 'I Love Ford' placard and uploading it to social media.

Source:

Campaign Asia

Just Published

I feel therefore I do: Why ads should appeal to the 'lizard brain'

The Information

7 hours ago

Lucy Jameson

I feel therefore I do: Why ads should appeal to the ...

Advertising’s obsession with tech can come at the expense of emotional engagement—and that can lead to homogeneous, boring ads, writes the Uncommon Creative Studio founder.