Cannes Lions
RESN, Wellington / FORD / 2017
Overview
Entries
Credits
Description
We wanted to let you feel the excitement of test-driving a Mustang, no matter where you happen to be. No waiting lists. No limitations. Just pure exhilaration. To achieve this, we put a little Mustang right inside your pocket.
Pocket Mustang turns your mobile phone into a scale model of a Mustang. Play with your phone just like a toy car and do sweet moves like donuts, fishtails, zig-zags and more. You can unlock badges with awesome tricks or reveal tongue-in-cheek Easter eggs with epic fails. Once you record your moves, we’ll give you a little souvenir of your test-drive: a shareable video of a real Mustang exactly replicating your every hairpin turn and tire squeal, driven by World Champion drifter, Vaughn Gittin Jr.
Execution
Design elements and their integration
App-like UI style
Sleek but edgy
Design touch points
High-end
California
Textural smoke and asphalt
Materials, style elements, design choices
Freestyle typography integrated to the shape of the maneuver
Utilises the Mustang as a runtime element, with dynamic animation
Design development and process
Development discovery-led project with detailed technical prototyping, animatic storyboards and animation previs.
Idea > development prototype > design
Scale
Rolled out customised and localised versions to other markets in the Asia Pacific region, including Taiwan, New Zealand, India, with potential to expand to other global markets.
Outcome
Value added to brand
Favorable opinion ranking raised from 8th in Q3 to 6th in Q4
China/India: 10% to 11% contribution
Value for consumer
The ability to experience the excitement of test-driving a real Mustang
with no waiting lists
Reach/cultural impact
Overall: 575M
China: 444M
Taiwan: 4.9M
India: 120M
New Zealand: 7M
Sales
Sports car segment share from 23% in 2015 to 37% in 2016 (+58%)
Sales +88% during Q4 ‘live’:
NZ: Segment share 15% in 2015 to 70% in 2016
China: Share from 23% in 2015 to 33% in 2016
India: In just Q3 / Q4 2016 - captured 60% share
Taiwan: volume up, but segment share down
Achievement against brief
Overall: 575M vs. 437M target (+31.7%)
China: 444M vs. 384M target (+16%)
Taiwan: 4.9M vs. 4M target (+22%)
India: 120M vs. 45M target (+265%)
New Zealand: 7M vs. 4M target (+75%)
Total engagement: 1.31M vs. 1.2M target (+9%)
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