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MAX 马达梦想
案例简介：战略 一旦福特不在西班牙消费者考虑家用汽车，我们需要找到另一种方法。因此，我们没有谈论汽车，而是创造了一个连接创新和品牌故事的特殊配件，MAX MOTOR DREAM。我们已经在网上推出了该产品，通过社交网络和公关达到了我们的目标，并被广告和时尚等设计和时尚杂志报道。这样，消费者就会把福特作为谈话的一部分，因此在谈论家庭和婴儿时也是一种选择。该配件还将成为将消费者带到经销商和网络的桥梁。 执行 为了成为谈论家庭时谈话的一部分，我们创造了 Max Motor Dreams，一个婴儿的摇篮，它准确地模拟了开车的感觉。我们已经将送婴儿睡觉的车辆的许多属性应用于摇篮的设计: 类似于汽车行驶的持续运动, 发动机的声音和温和振动以及模拟行驶的环境照明。所有这些都是通过一个简单的智能手机应用程序控制的，它甚至可以让你在开车的时候记录婴儿最喜欢的郊游，然后在你睡觉的时候准确地回放。这给了婴儿完全相同的感觉，乘坐福特 C-Max，没有离开家。该产品作为促销产品在网上发布，并已成为福特在西班牙的大型发布。它现在可以作为一个新的家庭范围配件。 相关性 由于无法与其他品牌竞争，我们必须找到一种与消费者联系的方式，并将他们带到经销商那里，以便销售我们的系列产品。我们的策略不是谈论汽车，而是提供一些不仅能销售我们的创新，而且能销售我们对家庭及其需求的可靠理解的东西。Max Motor Dreams 不仅在社交网络和汽车杂志上，还在时尚、建筑、设计和其他领域将消费者带到商店，并从销售目标中获得直接反应。 活动描述 我们创造了 Max Motor Dreams，一个婴儿的摇篮，它精确地模拟了坐在车里的感觉。所有这些都是通过一个简单的智能手机应用程序控制的，当你开车的时候，它会跟踪婴儿最喜欢的郊游，比如类似汽车旅行的持续运动, 发动机的声音和温和振动以及模拟行驶的环境照明。当你需要把你的孩子睡觉的时候，跟踪的动作会准确地在床上播放.. 结果 对经销商的访问次数增加了 75%，只有在马德里有 2.000 多个试驾时间表。发布视频有超过 4m 的有机接入，福特网站上对 max family 配置的点击也增加了 150%。我们已经成功地将福特 Max 系列定位为家庭车辆的基准，在 70% 上增加了销售。由于成功和要求，“这是福特西班牙有史以来最好的成本/收益活动”, 该产品现在正在西班牙福特网站上作为 MAX 家族的常规配件实施。 概要 开发一种创新的运动，将福特 Max 系列定位为家庭的完美车辆系列，因为它是专为家庭需求设计的。洞察: 婴儿经常有睡眠问题，父母会尝试各种技巧让他们入睡。但是有些事情父母发现了一个梦想: 带他们去车里兜风。温和的运动和发动机舒缓的声音让他们快速轻松地入睡。
MAX 马达梦想
案例简介：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. 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. Relevancy Not being able to compete with other brands, we had to find a way of connecting with consumers and bring them to the dealerships in order to sell our family range. The strategy was not to talk about the cars, but to offer something that would not only sell our innovations, but our reliable understanding of families and their needs. Max Motor Dreams has generated lots of conversations not only on social network and car magazines,but also fashion,architecture,design and other areas bringing consumers to the stores and getting direct response from target on sales. CampaignDescription 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.. 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´ve 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. 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.
MAX Motor Dreams
案例简介：战略 一旦福特不在西班牙消费者考虑家用汽车，我们需要找到另一种方法。因此，我们没有谈论汽车，而是创造了一个连接创新和品牌故事的特殊配件，MAX MOTOR DREAM。我们已经在网上推出了该产品，通过社交网络和公关达到了我们的目标，并被广告和时尚等设计和时尚杂志报道。这样，消费者就会把福特作为谈话的一部分，因此在谈论家庭和婴儿时也是一种选择。该配件还将成为将消费者带到经销商和网络的桥梁。 执行 为了成为谈论家庭时谈话的一部分，我们创造了 Max Motor Dreams，一个婴儿的摇篮，它准确地模拟了开车的感觉。我们已经将送婴儿睡觉的车辆的许多属性应用于摇篮的设计: 类似于汽车行驶的持续运动, 发动机的声音和温和振动以及模拟行驶的环境照明。所有这些都是通过一个简单的智能手机应用程序控制的，它甚至可以让你在开车的时候记录婴儿最喜欢的郊游，然后在你睡觉的时候准确地回放。这给了婴儿完全相同的感觉，乘坐福特 C-Max，没有离开家。该产品作为促销产品在网上发布，并已成为福特在西班牙的大型发布。它现在可以作为一个新的家庭范围配件。 相关性 由于无法与其他品牌竞争，我们必须找到一种与消费者联系的方式，并将他们带到经销商那里，以便销售我们的系列产品。我们的策略不是谈论汽车，而是提供一些不仅能销售我们的创新，而且能销售我们对家庭及其需求的可靠理解的东西。Max Motor Dreams 不仅在社交网络和汽车杂志上，还在时尚、建筑、设计和其他领域将消费者带到商店，并从销售目标中获得直接反应。 活动描述 我们创造了 Max Motor Dreams，一个婴儿的摇篮，它精确地模拟了坐在车里的感觉。所有这些都是通过一个简单的智能手机应用程序控制的，当你开车的时候，它会跟踪婴儿最喜欢的郊游，比如类似汽车旅行的持续运动, 发动机的声音和温和振动以及模拟行驶的环境照明。当你需要把你的孩子睡觉的时候，跟踪的动作会准确地在床上播放.. 结果 对经销商的访问次数增加了 75%，只有在马德里有 2.000 多个试驾时间表。发布视频有超过 4m 的有机接入，福特网站上对 max family 配置的点击也增加了 150%。我们已经成功地将福特 Max 系列定位为家庭车辆的基准，在 70% 上增加了销售。由于成功和要求，“这是福特西班牙有史以来最好的成本/收益活动”, 该产品现在正在西班牙福特网站上作为 MAX 家族的常规配件实施。 概要 开发一种创新的运动，将福特 Max 系列定位为家庭的完美车辆系列，因为它是专为家庭需求设计的。洞察: 婴儿经常有睡眠问题，父母会尝试各种技巧让他们入睡。但是有些事情父母发现了一个梦想: 带他们去车里兜风。温和的运动和发动机舒缓的声音让他们快速轻松地入睡。
MAX Motor Dreams
案例简介：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. 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. Relevancy Not being able to compete with other brands, we had to find a way of connecting with consumers and bring them to the dealerships in order to sell our family range. The strategy was not to talk about the cars, but to offer something that would not only sell our innovations, but our reliable understanding of families and their needs. Max Motor Dreams has generated lots of conversations not only on social network and car magazines,but also fashion,architecture,design and other areas bringing consumers to the stores and getting direct response from target on sales. CampaignDescription 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.. 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´ve 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. 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.
MAX 马达梦想
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MAX Motor Dreams
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