Automotive marketing goes a step further

As we all know there is a slump in the automotive sector at the moment, manufacturers are not selling as many cars have they have grown use to. Consumers are still very wary of committing to new finance or to give up their hard earned savings.

This situation has given the marketing departments of major car manufacturers something to think about, they need to be more creative to capture the audience. Online marketing has also taken off, with many brands dedicating a good percentage of their marketing budget to online.

We have seen the likes of BMW and Audi use online social media marketing to create interactive campaigns to engage with their consumers. Ford has used the launch of the new Ford KA to try out social media marketing too.

 In an attempt to sell more cars and Ford parts - Ford recently launched an interactive offline campaign to promote the new S Max. They replaced traditional outdoor advertisements with advanced 3D projections to communicate the new car's many advanced technologies. To coincide with the launch on the 9th of September projections were put up on buildings, it consisted of two integrated sequences - starting with two minutes of theatrical film followed by six minutes of laser sequences projected on to the side of iconic buildings in the UK.

The projections aimed to capture the spirit of new Ford S-MAX ownership, incorporating imagery from Ford's "Get more out of life" television, online and direct mail advertising campaigns.

Lyn West, advertising and sponsorship manager, Ford of Britain said: "To showcase new Ford S-MAX's cutting-edge technology and innovation, we decided to substitute traditional outdoor media for something a bit different - a really immersive experience using the latest interactive building projection techniques. With themes from our 'Get more out of life' advertising campaign, we've been able to engage with our audience in a new way, and then continue the dialogue through social media channels."