Ford: Max Motor Dreams, 2 [spanish]

Credits & Description:

Title: Motordreams
Category: Automotive
Media: Experiential/ Outdoor
Brand: Ford
Agency: GTB
Agency: Ogilvy
Advertising Agency: GTB España y Ogilvy, Mather Publicidad, Spain
Advertiser: Ford

Managing Creative Director: Paulo Areas

Creative team: Javier Martínez, Pablo Fernández

Digital equipment: Rubén Martín, Celia Fernández

Account Manager: Paula Vizcaíno

Account Supervisor: Marta Baquero

Account Executives: María Alcalá, Yoyes Peruyero

Head of Experience: Paloma Adrién

Production assistant: Fernando Albor

Client Contact: Esther Gironella

Producer: Espadaysantacruz Studio
Development and technology: Espadaysantacruz Studio

Music producer: TDL Music
Chief Operating Officer: Julian Watt (Gtb)
General Creative Director: Paulo Areas (Gtb/Ogilvy Spain)
Account Manager: Marta Baquero (Gtb)
Account Manager: Maria Alcala (Gtb)
Account Director: Paula Vizcaíno (Gtb Spain)
Head Of Experience: Paloma Adrien (Gtb Ogilvy)
Art Director: Javier Martinez (Gtb / Ogilvy)
Copywriter: Pablo Fernandez (Gtb / Ogilvy)
Published: February 2017
Description:
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.
Campaign Description:
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.

Title/Título: Max Motor Dreams
Brand/Marca: Ford
Advertiser/Anunciante: Ford
Agency/Agencia: Ogilvy & Mather Madrid / Gtb España
Country/País: España