You’re Unique. Ford

At the 2012 North American International Auto Show, we used a carefully-tuned combination of technology and people to respond to them as individuals, with their own particular learning styles.
 
Challenge
How could we help Ford in its drive to be seen as a technology company as much as a vehicle company?  And not lose the human touch that has made Ford’s auto shows so distinctive and successful?
 
Insight
RFID technology is inherently smart, and also allows touch points to recognize and address visitors by name.
 
Solution
We created a very broad range of experiences, from the spectacular (a 12-seat journey “into the cloud”) to the intimate (narrated walking tours of parts of the display).  The experiences were hugely varied, but all had two characteristics in common: they were delivered by highly personable Product Specialists (the human touch), and enabled by RFID-enabled Blue Oval Cards (the high-tech).
 
The Blue Oval Cards let visitors collect video and photographs of themselves enjoying on-stand experiences, as well as request e-brochures and financing information.  Previously ‘dumb’ vehicle information displays responded to a visitor’s card, addressing them by name.  Visitors could also ‘like’ vehicles on their Facebook pages, and vote on a number of issues and questions.  On their return home, a personalized e-mail linked them to a souvenir site containing all of their memories.
 
Results
Tens of thousands of visitors registered cards, collected personalized souvenirs, and shared them with their friends through social media.  Some of the shared videos have already been viewed more than 20,000 times, expanding the reach and messaging well beyond the show floor.