Automaker Ford of Canada is inviting consumers to walk all over their message with an interactive floor projection of ads touting their newly-launched Fusion brand. The installation, which uses Toronto-based GestureTek’s interactive floor projection technology – prompting ad images to change via gestures – will be unveiled at the Air Canada Centre (ACC) on Saturday, just in time for the company-sponsored Ford Night with the Leafs.
Dean Stoneley, director of marketing communications, says the automaker couldn’t resist using ‘GroundFX’ because of the Fusion brand’s tagline: Create a reaction. ‘This [technology] is exactly what we were looking for [because] it’s so consistent with that messaging.’ And, he says, from watching folks’ reactions in Montreal (where it was first installed at the Bell Centre), people are drawn to the technology, interacting with it and causing heads to turn. ‘The challenge with placing ads in a venue such as the Bell Centre and the ACC is all the noise. There’s lots of competition,’ says Stoneley. The interactive displays will remain until the end of the hockey season. Creative was done by Ford of Canada’s AOR, Young & Rubicam, with media buys by Mediaedge:cia.
