Ford is launching a major experiential event tonight (Sept 9th) at London’s Senate House as part of its ‘Get more out of life’ marketing campaign.
The event, which will advertise the brand’s latest S-MAX model, will see a 3D glacial ice-climbing scene projected onto the exterior of the London venue as part of a “multi-sensory immersive experience”.
A short film will depict climbers navigating the building’s ice façade in order to drape the building in a banner carrying the company’s strap line. Spectators will then be invited to remove chunks of the ice with ‘laser devices’, eventually revealing the Ford logo. A number of extras dressed as Sherpas and mountaineers - complete with huskies - will interact with the audience during the proceedings.
Ford believes that the activity will be better positioned to showcase the brand’s ‘cutting-edge technology and innovation’ as opposed to the traditional ad route.
The experience will be replicated in Liverpool on 11th September at the Ventilation Building on George's Dock.