Ford offers a tour of its Mustang Mach-E electric vehicles from the comfort of your home using augmented reality.
The automaker launched a series of 10 short Instagram videos with Ford engineers this week explaining various aspects of the cars while using the app’s AR function to superimpose a 3D visual representation on the viewer. The campaign called “Expert in 0-60” was produced by BBDO.
The short films allow Instagram users to explore the inside and outside of the vehicles from different angles while the expert narrators guide the viewer through the virtual car.
“This isn’t just a brochure or a look at some pictures on the Internet – you really hear about the engineer who made the car,” said Philip Sicklinger, Executive Creative Director of BBDO. “We’re approaching AR in a new format, trying to bring a car to market that isn’t so visceral that you can touch and feel it, but feel it.”
The creatives were able to create the digital models of the cars by reducing high-resolution images of the vehicles and carefully adding animations and redesigning them to work for the AR format. The team used the game development platform Unreal Engine for this process.
“There was a really good balance between creating something that was easy enough to open on your phone without Wi-Fi and ending up right in your camera, and making sure we had that kind of high fidelity to have. There’s this interactivity, ”said Ricky Bowry, associate creative director of BBDO.
Ford hopes the virtual format will give consumers what they expect when the physical car first goes on sale later this year.
“Our consumers have just craved more information since it was revealed, and the reality is that we won’t be making vehicles available for consumers to test and experience on dealership properties until later this year,” said Ford Integrated Marketing Communications Manager Thea Toney. “So we really wanted to make sure we could deliver this kind of immersive experience where you can become one on one with the vehicle.”
During the pandemic, brands are increasingly turning to mixed reality technologies like AR to better engage people remotely and sometimes bypass production restrictions. Earlier this week, Barefoot Wine teamed up with the Black Eyed Peas to create a music-centric AR app.