Motordreams [image] by Bassat Ogilvy & Mather Madrid, GTB Spain for Ford

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Motordreams [image]

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Industry Household maintenance & pet products, Mobile applications
Media Design & Branding, Case study
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Agency GTB Spain
Chief Creative Officer Julian Watt
Released February 2017

Awards

Cannes Lions 2017
Cyber Branded Tech: Tangible Tech Gold Lion
Mobile Technology: Connected Devices Bronze Lion

Credits & Description

Title: Motor dreams
Agency: Ogilvy Madrid, Gtb
Brand: Ford
Country: Spain
Entrant Company: Gtb, Madrid
Advertising Agency: Ogilvy Madrid / Gtb, Madrid
Media Agency: Gtb, Madrid
Production Company: Espadaysantacruz Studio, Madrid
Chief Operating Officer: Julian Watt (Gtb)
General Creative Director: Paulo Areas (Gtb/Ogilvy Spain)
Account Manager: Marta Baquero (Gtb)
Account Manager: Maria Alcala (Gtb)
Account Director: Paula Vizcaíno (Gtb Spain)
Head Of Experience: Paloma Adrien (Gtb Ogilvy)
Art Director: Javier Martinez (Gtb / Ogilvy)
Copywriter: Pablo Fernandez (Gtb / Ogilvy)
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 have 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.
Strategy:
Once Ford is not on consumers consideration for family cars in Spain, we needed to find another approach. So instead of talking about the car, we have created a special accessory that connects innovation and brand storytelling, MAX MOTOR DREAM. We have launched the product on line, reaching our target through social network and PR, being coverage by design and fashion magazines such as AD and VOGUE. This way consumer would have Ford as part of the conversation and therefore as an option when talking about families and babies. The accessory would also make a bridge to bring consumer to dealerships and web.
Campaign 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..
Synopsis:
To develop an innovative campaign to position the Ford Max range as the perfect vehicle line-up for families, as it is especially designed for family needs. Insight: Babies often have trouble sleeping and parents try all kinds of tricks to get them to sleep. But there is something parents have found works a dream: taking them for a ride in the car. The gentle movement and the soothing sound of the engine send them quickly and easily off to sleep.