Cannes Lions

KEYFREE SYSTEM

OGILVY FRANCE, Paris / FORD / 2012

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Ford’s business in Europe has suffered from the past years. What was seen before as a trendy and cutting-edge car manufacturer is now lacking modernity.

We needed to recreate excitement around the brand and its technology. Our goal was to convince prospects that Ford is a leading actor on the market. But we also wanted to go beyond cars and to reach a broader audience. Ford is a great brand, with great technologies for everyone. So we picked an iconic innovation, Keyfree, and decided to make it available to everyone.The concept was to transpose Ford’s car product benefice into people’s everyday life. Ford Keyfree login allows people to log in and log out from all their different web accounts. The app works as a plug in with Google Chrome and is accessible from Ford’s website. Once downloaded, the app synchronises with one’s iPhone via Bluetooth to detect the nearby presence. When one’s out of range, the accounts automatically log out. This new service helps people to save what matters most: time.It was natural to use mobile phone: after all, it’s a device everybody has. It’s as important as one’s wallet and it the key to your social life and entourage. We twisted an existing technology in order to create a new usage.Because the client loved the idea so much, what was first an initiative launched in France only became a European one. Keyfree login quickly became a bench mark for the brand’s remodernisation.

At the time we fill in this entry, we are just about to launch the app. When this case will be judged, results will be available and we urge you to contact us at this time so we can provide you with it.That being said, our ambition is to generate a considerable amount of downloads (100,000), and to increase the number of test drives request.

Execution

For the past years, digital has taken a huge place in our lives. All this modernity is great as long as it stays simple. One of the drawbacks of our digital identity is certainly the complexity of it. We own dozens of web accounts and logging in takes take time, a lot of time. To illustrate Ford’s technology, we wanted to bring simplicity into our digital lives. Ford Keyfree login is the first aggregator of one’s passwords, so you’ll never need to type a password again. We offered users what’s most precious: more time.Ford Keyfree login is based on an interconnectivity of digital via the Internet browser and the Smartphone.The integration of the two allows creating a new usage, and a new behavior. It’s a complete twist of an existing technology, that finally create a new service for everyone.

Outcome

At the time we submitted this entry, we are just about to launch the app. When this case will be judged, results will be available and we urge you to contact us at this time so we can provide them for you. That being said, our ambition is to generate a considerable amount of downloads (100,000), and to increase the number of test drives request.

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