Creating an exhilarating 360° VR experience for Ford
Objective: Produce a fast-paced 360° VR experience for Ford to target digital-age millennials at one of the world’s largest gaming events – Gamescom in Germany.
Our Approach: We collaborated with Ford and Microsoft to develop a campaign hosted on Ford’s stand at the event. Viewers were able to take a seat in the new Ford Focus RS before donning a headset and finding themselves in a virtual car with British racing driver Harry Tincknell, zooming around the Spa Francorchamps race track in Belgium. The virtual lap acted as a unique training exercise, with hints and tips along the way and a chance to take in the track at 100mph. Once the experience was over and the lap time was set, gamers had a chance to beat Harry Tinknell’s time on the Microsoft Forza 6 game. The lucky winners were then flown out to Belgium on the spot to race the Ford Focus RS around the real-life track.
“We are constantly looking at new technologies and Happy Finish keeps us at the forefront, with some thought provoking ideas and cutting edge concepts to provide our customers with powerful and memorable experiences.” – Emmanuel Lubrani, Ford
We created the VR experience by merging premium 360° video footage – enabling the experience to be as immersive as possible – with Microsoft Forza 6 inspired motion graphics and game captures. This allowed us to create a hyper-realistic feel that blended the professional racing driver’s lap with the video game, allowing for a truly unique experience. Because we needed to appeal to the gamer audience, we also applied a powerful grade and went for a video-game inspired voiceover to really gamify the experience and blur the lines between gaming and reality.
Results: Over 350,000 gaming fans visited Gamescom this year, with Ford’s stand drawing the crowds over in droves – the campaign allowed them to successfully pioneer the launch of a new car outside of the typical motor show launch. The VR experience was also released on social media for viewers outside of Gamescom to get involved in.
We loved working with Ford on this VR experience, and it seems the feeling is mutual! “Our work with Happy Finish allows us to connect with consumers in new innovative ways. We want people to have fun whilst engaging with our brand, and the ‘Tame The Track’ project has done just that. The quality, commitment, availability and dependability of everyone at Happy Finish is astonishing. The team is an absolute pleasure to work with!” – Emmanuel Lubrani, Senior Manager, Consumer and Social Media at Ford