With 3D mobile, the Ford F-150 ad designers accessed an entirely new creative palette to create the most realistic virtual showroom experience on iOS devices. 3D mobile ads render & calculate colors, lighting & shading in real-time.

This cutting-edge mobile ad unit for 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 customize vehicle color, gain a stunning 360-degree view of vehicle rendered by the user's real time touch, using accelerometer to explore different "We Own Work" environments, load truck bed, & view two in-ad videos.

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

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 personalized experience of the truck.