In order to kick-start its “We Own Work” campaign for the 2014 Ford F-150 pickup truck, Ford launched a 3D mobile ad experience. A banner ad unit expanded into a 3D virtual showroom that allowed users to view embedded videos, change the truck’s colors, and see a 360-degree view of the vehicle. The campaign drove increases in key brand metrics and exceeded industry benchmarks for expansion and engagement.
Objective and Context:
In late 2013, Ford was looking to promote its 2014 Ford F-150 and build upon 36 years of being America’s top-selling truck. It wanted the We Own Work campaign to deliver an innovative creative execution on mobile and tablet in order to drive brand awareness and user engagement with the vehicle.
Ford and its agency used the Amobee mobile advertising platform to identify and target key U.S. audiences at scale.
Ford decided to leverage cutting-edge 3D mobile ad technology to allow consumers to experience the F-150 brand in an immersive and personalized way. The creative concept was to make a realistic virtual showroom experience within a mobile ad.
Overall Campaign Execution:
The mobile ad unit was the first execution of the We Own Work campaign and coordinated with the vehicle launch. The ad’s interactive features fit within the broader campaign for the F-150 and emphasized overall brand messaging.
Ford created a virtual showroom experience within a 3D mobile ad unit. Unlike rich media, 3D mobile ads calculate and render colors, lighting, and shading in real time based on the mobile user’s actions. The mobile ad unit featured a motion-sensitive banner that expanded into a slick, full-screen model of the F-150 vehicle.
The expanded ad unit’s interactive features gave users the ability to:
The F-150 mobile ad campaign exceeded expectations, and Ford measured the following results for the overall campaign:
To support the campaign’s brand-building goals, a holistic data report was also created in partnership with Insight Express. Across all measured categories, the 3D mobile campaign drove significant increases in brand metrics. Key findings included: