POCKET MUSTANG

TitlePOCKET MUSTANG
BrandFORD MOTOR COMPANY
Product / ServiceFORD MUSTANG
CategoryA03. Cars & Automotive Products & Services
EntrantGTB Shanghai, CHINA
Idea Creation GTB Shanghai, CHINA
Production RESN Wellington, NEW ZEALAND

Credits

Name Company Position
Khlauss Feldhaus GTB Associate Creative Director
Nando Correa GTB Associate Creative Director

The Campaign

We created this web-based app that transforms people’s smartphones into their very own high octane, tire-eating Mustang. All that’s needed is your phone and a tabletop; “drive” your phone around your desk and watch as a real Mustang mimics your every single move!

Creative Execution

Using a seamless HTML5 experience, the gyroscope reads phone movements and translates them into a pattern of motion. Then, an automated editor selects individual clips and composes a complete film using real-life footage of a Mustang copying your exact moves. There are over 1,500 video clips available on the server to provide endless possibilities for personalization. The experience went live first-hand in China and quickly spread across Asia Pacific - China Sept 11, 2016; Taiwan Oct 16, 2016; New Zealand Oct 16, 2016; and India Nov 20, 2016.

Reach: • Overall: 575M vs. 437M target (+31.7%) o China: 444M vs. 384M target (+16%) o Taiwan: 4.9M vs. 4M target (+22%) o India: 120M vs. 45M target (+265%) o New Zealand: 7M vs. 4M target (+75%) Engagement: • Total engagement: 1.31M vs. 1.2M target (+9%) Brand: • Mustang contribution to Brand favorable opinion: from ranking 8th in Q3 to 6th in Q4 o China/India: 10% to 11% contribution o 1% increase in Ford Brand Favorable Opinion Business: • Specific targets not set • Sports car segment share from 23% in 2015 to 37% in 2016 (+58%) • Sales + 88% during Q4 when Pocket Mustang was 'live’

Insights, Strategy and the Idea

The target audience was men 25-45, who are sports-car enthusiast, have a high income, very digitally and socially connected and who want to stand out from the crowd with exciting lifestyles and widely desired possessions. The data we gathered showed us that many dream of driving a Mustang, but few will ever actually be able to own one. And with dealerships located in low-traffic areas, it can pose a challenge to even find a dealership for a test drive. So, our challenge was to figure out a way to bring the Mustang and all that it offers to people across the region. Creating this digital experience that is accessible to anyone on their smartphone, regardless of where they are, allowed us to reach a wider audience and deliver a truly unique Mustang experience for everyone to enjoy. This approach removed many limitations of other executions.

Links

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