Ford Motor Company wanted to promote its 2013 Fusion Hybrid with existing brand assets in ways that yielded creative, immersive, and intuitive digital experiences.
Working with agency Team Detroit, and Microsoft Advertising’s Yarn team, Ford created a custom advertising experience within the Chicago Tribune App. As consumers swiped through the in-app ads for Ford Fusion, three separate units in the foreground highlighted the vehicle’s key features while an additional branding element provided a unique visual backdrop to help tell the Ford Fusion story.
The results was a vivid example of the way Windows 8 provides new ad real estate and high-impact opportunities to reinforce messaging in relevant and non-intrusive ways.
- Overall results were highly favorable, with brand affinity for the Ford Fusion seeing a 28% lift and purchase consideration receiving a significant 71% increase.
- Consumers’ positive perceptions within the Windows 8 experience – including “modern design,” “innovative” and “cutting edge” – transferred directly to the Ford Fusion ad-in-app campaign.
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