3D adds a new dimension to mobile and tablet advertising that allows us to convey vehicle features in very engaging and interactive ways. A majority of mobile campaigns are focused on targeting and big data; which is important; however the difference between a good mobile campaign, and a great one, is delivering an amazing interactive and creative experience. Mobile 3D technology gives brands a new creative palette to develop a more engaging ad experience and tell brand stories in different ways than through linear video and traditional expandable mobile rich media ad units.

“Our goal is to get drivers to experience the F-150 brand in a new way. This campaign uses cutting edge mobile technology to do that. The 3D platform allows you to really experience a truck—view it from multiple sides, change its color or even load up the bed to emphasise the hard work the F-150 does. This is the type of new, innovative creative we want associated with the Ford brand.” - Ford

The 3D F-150 mobile ad campaign exceeded all client expectations, achieving up to two times the industry average of time-spent in ad. Across all measured categories, the 3D F-150 mobile campaign drove significant increases in brand metrics. Key findings include:

-Brand Favorability: 19.9% increase (2X industry average)

-Purchase Consideration: 40.4% increase (2.5X industry average)

-“We Own Work” Message Association: 71.1% (4X industry average)

-Aided Brand Awareness: 11.4% increase (higher than industry average)

Overall campaign metrics include:

- 20M+ total impressions

- 595K+ total expansions

- 2.9% overall expansion rate

- 13% overall engagement rate

With 3D mobile, the Ford F-150 ad designers had access to an entirely new creative palette to create the most realistic virtual showroom experience. Unlike rich media, 3D mobile ads render and calculate colors, lighting and shading in real-time, based on mobile users’ actions.

This cutting-edge mobile ad unit for the F-150 features a motion-sensitive banner that expands into a slick, full-screen 3D creative model of the vehicle. Touch-interactivity included the ability to:

- Change the truck’s exterior color to one of fourteen color options.

- View the vehicle in four distinct work environments with four separate camera angles to gain a stunning 360-degree view of vehicle.

- See real-time reflections of surrounding environments using accelerometer of mobile device.

- Load truck bed to showcase F-150’s heavy-duty payload capacity.

- View two different in-ad videos to demonstrate vehicle capabilities in various environments.

These interactive features emphasised overall "We Own Work" brand messaging.

To build upon 36 years of being America’s top-selling truck, the Ford F-150, Ford aimed to develop a best-of-breed creative execution on mobile and tablet to drive brand awareness and user engagement with the newly launched vehicle.

With the “We Own Work” message, Ford aimed to push the creative boundaries of what was possible on mobile. By using ground-breaking mobile 3D technology, Ford had an opportunity to bring the F-150 brand to new levels of engagement with mobile, and target key US audiences at scale.

Because the 3D F-150 mobile ad unit was the lead creative unit in the broader F-150 campaign (over traditional ad channels), it was critical that mobile users could interact with the vehicle in as realistic and immersive a form as possible, and were given complete control for a truly personalised experience of the truck.