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Ford Mustang makes a roaring entry through OOH in India

By Satarupa Chakraborty - August 26, 2016

Just before its launch in India, Ford Mustang engages with consumers through an innovative campaign involving motion sensing billboards displayed at Delhi and Mumbai airports.

Just ahead of the launch of automotive legend Ford Mustang in India,Ford rolls out a buzzing OOH campaign  as part of their debuting campaign, connecting life size billboards to motion sensing technology at Delhi and Mumbai airports. Executed by  Kinetic India, red carpets with motion sensing technology were laid out for customers arriving at the Delhi and Mumbai airports. Once stepped on, these carpets readily transfers one's eyes to the connected billboards which played interesting visuals of the Ford Mustang and by the time a walker was off the carpet it switched to an enticing line -'The legend makes its way' - with smoke effect on either sides. To add on to the celebratory mood, the whole experience completes with gush of air and evocative growl. To capture imagination and create intrigue the audience ahead of the car's introduction, Kinetic worked on creating an immersive, sensory experience at two of the country's busiest airports - Delhi and Mumbai.

"Ford Mustang stands for freedom of expression and embodies the passion and fun-of-driving inherent in all Ford vehicles. The arrival of Ford Mustang in India needed to stand-out and leave a lasting impression on everyone who experienced our touch-points. We wanted to create an experience that personifies all that this iconic car stands for by innovatively demonstrating its fun-of-driving, legendary engine growl and raw power,” Kaushik Prasad, General Manager for Consumer Marketing at Ford India said.

The second OOH display was strategically placed at the high traffic Delhi-Noida Expressway to attract significant eyeballs. The hoarding featured the side profile of the Ford Mustang, depicting a high-intensity drift to demonstrate power and a furiously rotating rear tyre emitting continuous smoke.  

Ford Mustang is one of the most followed nameplates across the globe. Since the Mustang first went on sale in 1964, Ford has sold more than 9 million vehicles around the world. In 2015, the first year of its global availability including right-hand drive markets, Ford Mustang became the world's best-selling sports coupe.




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