GITEX Technology Car

Ford

Apps / Products - Digital Experiences - Trade Show Exhibit

AR puts Ford Taurus technology in the palm of your hands

AUGMENTED REALITY MIXED MEDIA

challenge

As the official ‘Technology Car’ of GITEX, Ford wanted to leverage the platform to introduce consumers to the latest technologies offered in Ford vehicles, and particularly the Ford Taurus.

challenge
challenge

idea

To bring these technologies to life, Imosion Creative created the first ever mixed media experience in the region using a magic mirror to attract footfall to the Ford stand. Allowing visitors to handle and explore impressive technologies and key features of the Ford Taurus such as Lane Departure warning, Park Assist, Eco-Boost all in a 3D virtual environment with the car on screen and in the palm of their hand. This is the first DOOH gesture based AR experience using 3D depth imaging technology in the MENA region. Rather than using a printed marker or symbol as the point of reference for the interaction the user interface is based on natural movement and hand gestures allowing any passerby to immediately start interacting with the screen content. The interactive experience continued on the other side of the terminal using a large 46inch multi-touch screen users interacted with the Ford Taurus in a 360degree view that provided further vehicle features and specifications.

impact

Guest visitor time on the stand was significantly longer that in previous years on account of this engagement. Social media integration enables guests to share their favorite features online and share across their networks.