Challenge
Ford wanted to be seen as a technology company, as much as a vehicle company, in the 2012 North America International Auto Show, but not lose the human touch that has made their shows so distinctive and successful.
We also had an untapped pool of customers who were interacting with Ford in their millions, but we learnt nothing of their purchase needs.
Insight
RFID technology is inherently smart, and also allows touch points to recognise and address visitors by name.
Solution
We created an experience that combined the human touch, through highly personable Product Specialists, with the high-tech, using innovative RFID-enabled Blue Oval Cards- a first in the automotive sector.
The Blue Oval Cards allowed visitors to collect video and photographs of themselves enjoying on-stand experiences, as well as request e-brochures and financing information.
Previously ‘dumb’ vehicle information displays responded to a visitor’s card, addressing them by name. On their return home, a personalised e-mail linked visitors to a souvenir site containing all of their memories, ready to be shared with friends.
Ford wanted to be seen as a technology company, as much as a vehicle company, in the 2012 North America International Auto Show, but not lose the human touch that has made their shows so distinctive and successful.
We also had an untapped pool of customers who were interacting with Ford in their millions, but we learnt nothing of their purchase needs.
Insight
RFID technology is inherently smart, and also allows touch points to recognise and address visitors by name.
Solution
We created an experience that combined the human touch, through highly personable Product Specialists, with the high-tech, using innovative RFID-enabled Blue Oval Cards- a first in the automotive sector.
The Blue Oval Cards allowed visitors to collect video and photographs of themselves enjoying on-stand experiences, as well as request e-brochures and financing information.
Previously ‘dumb’ vehicle information displays responded to a visitor’s card, addressing them by name. On their return home, a personalised e-mail linked visitors to a souvenir site containing all of their memories, ready to be shared with friends.
