Experience the great outdoors... indoors. Ford

Challenge
Showcase the new Ford Explorer in an innovative and engaging way. 

Insight
When choosing an SUV, most people want to know how it performs off-road... whether they ever experience it for real or not.  Perception is everything.  

Solution
See an SUV in a showroom or auto show and you’ll usually find it flat on the ground, surrounded by unconvincing polystyrene rocks. But this is not how customers imagine driving the new Ford Explorer. We needed to give them a convincing driving experience that would boost brand affinity, but in a totally safe environment.  

First we designed and built a giant static rig and mounted a Ford Explorer on the front. We then synchronized the rig motion with live video footage shot from a driver’s point of view. Onscreen messaging highlighted the Explorer’s key product benefits to spectators without disrupting the drive.

By combining a commanding physical attraction with a realistic, all-terrain driving simulation, we captured the off-road Explorer experience right there on the stand. 

Results

• Throughout the shows, the rig was in constant use – with visitors queuing for up to 45 minutes
• Hundreds more asked our Product Specialists for further information
• The rig toured auto shows in LA, New York and Detroit to equally enthusiastic receptions