2016-2017 戛纳狮 网络类 金奖 MOTORDREAMS FORD | GTB | 2017 Cyber - G01 Tangible Tech 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