Social and Influencer > WEBSITES
FORD TELEMATICS
OGILVY INTERACTIVE, London / FORD / 2001
Overview
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OVERVIEW
CampaignDescription
This site is promotional, containing information on the product, accompanied by four 'movies'. The movies were created to give the user a sense of how the Telematics unit would integrate within their lifestyle, and benefit their day-to-day activity - be it in the work or leisure time environment. The imagery used in the movies was shot in the house. We had a benchmark of 400K for the size of the movies and using a series of bitmaps and sound made this a challenge, which required plenty of passion and some drastic compression techniques.The creative is intended to be inspirational, provoking excitement and anticipation of the product launch. The four movies show different settings (day out with children, working conference call, weekend away and traffic problems) where the Telematics technology could make life easier.We used the movies to give the users a first impression of Telematics and the technology involved. We therefore developed a content structure that pushed the movies to the forefront of the website. This was also developed to ensure the content focused on the technical specifics of Telematics and how easily accessible the system is.A new challenge surfaced when we were in the middle of developing the website. Rather than being a stand-alone site, we created it so it could be integrated into a content management system that was being developed for Ford simultaneously. By doing this we adapted our work within the constraints placed on both the navigation and creative.
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