MAX Motor Dreams|短视频|广告营销案例【ADGuider广告指南】

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MAX 马达梦想

案例简介：马克斯汽车梦，最新的来自西班牙 GTB 和奥美福特。马德里，2017年2月15日。西班牙 GTB 公司在奥美公司和 Espadaysantacruz 工作室的支持下，为福特公司开发了一款新作品。经过几个月的研发，福特推出了 “max Motor dreams”。一个完全模拟乘坐福特旅行的感觉的婴儿床。婴儿床是基于孩子们通常很容易在车里睡觉的洞察力而创建的。为了帮助父母，诞生了 “MAX Motor Dreams” 婴儿床。它具有特殊属性，如:。福特发动机轻微声音的再现。。平滑的运动，模仿开车离开。。再现外部灯光的发光二极管。一切都是通过一个简单的应用程序控制的。同样作为一个主要功能，父母可以记录他们孩子最喜欢的路线，然后在婴儿床里准确再现。通过网站 fordmaxmotordreams.com，您可以申请 MAX Range 汽车的试驾，并参加竞赛以获得婴儿床。产品的实现、开发和生产由 Espadaysantacruz 工作室进行。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。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。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。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.. 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：MAX Motor Dreams, the latest from GTB Spain and Ogilvy & Mather for Ford. Madrid, February 15, 2017. GTB Spain, with the support of Ogilvy & Mather and Espadaysantacruz Studio, developed a new work for Ford. After months of research and development, Ford launches 'MAX Motor Dreams'. A crib that simulates exactly the feeling to be traveling in a Ford. The crib was created on the basis of the insight that children usually sleep easily in the car. In order to help parents, was born the "MAX Motor Dreams" crib. It Counts with special attributes such as: . Reproduction of the slight sound of a Ford engine. . Smooth motion that mimics a drive away. . LEDs that reproduce the outside lights. Everything is controlled through a simple application. Also as a main feature, parents can record favourite routes of their children to then reproduce them accurately in the crib. Through the website fordmaxmotordreams.com, you can request a test-drive of the MAX Range Cars and participate in a contest to get the crib. The realization, development of product and production was conducted by Espadaysantacruz Studio. 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. 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.. 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.