Case Study | Ford Ranger Press Reveal Overview Film
Description
Vocal Characteristics
Language
EnglishVoice Age
Middle Aged (35-54)Accents
North American (General) North American (US General American - GenAM) North American (US Midwest- Chicago, Great Lakes)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
How do you launch a vehicle? That's all about adventure in choice At a traditional static auto show press conference four challenged imagination to do just that at the NYSE 2018 press conference and employees previews. Ford is bringing back the Ranger in 2019. Ah, much loved vehicle. That's about choice and dynamism. We knew we could create a great moment for Ranger using traditional a V, but we needed to make an impression at the press conference because we knew there would be tough competition for earned media coming from Chevy and Ramp. Instead of telling a linear story with film Way, decided to get the audience is involved in the storytelling, we let them choose their own adventure. We presented each audience member with a clicker that would allow them to cast votes to see three different adventures. Our scenarios were snowshoeing or ice climbing, tree hauling or river waiting avalanche or bear. The audiences votes were collected and compiled to create a film uniquely chosen by the audience that day. Imagination designed to process that combined our A B assets with voting technology from turning technologies in Ohio and a custom video system provided by C. T In Michigan, we used a simple system of to a B options. There was a master receiver at the front of house position, with two aerials spread out in the room to cover the whole seating area. The responses were collected by the Turning Technology software and displayed real time in a Power Point slide that displayed on an 11 million pixel led. Our efforts earned excellent media results for Ford. Ford had number one share of voice overall and 91% brand Favorability Ranger took highest share of voice versus the two other truck launches the same day. Ranger also had number one share of voice against the other truck launches across the period, with 446 0 105 social media engagements.
Tags
Announcer, Generation X, Narrator, Spokesperson, Business Man, Attitude, Authentic, Authoritative, Confident, Friendly, Informative, Professional, Technical, Upbeat, Personable, North American (General), North American (US General American - GenAM), North American (US Midwest- Chicago, Great Lakes)