Ford ‘freezes’ London building

Senate House in Russell Square, London was the scene for a new 3D interactive projection to advertise the adventurous spirit of the new S-Max, which was updated earlier in 2010.

The projection caused the building to look like it had frozen over, before a 3D film was shown showing a climber scale the outside.

Members of the audience were then given ‘laser guns’ which were used to fire at the ice and cause it to break into pieces and fall away.

It wasn’t just London that enjoyed the new, interactive advertising campaign – Georges Dock in Liverpool also hosted the new S-Max.

Lyn West, advertising and sponsorship manager, Ford of Britain said: “To showcase new Ford S-MAX’s cutting-edge technology and innovation, we decided to substitute traditional outdoor media for something a bit different – a really immersive experience using the latest interactive building projection techniques."

Labelling the experience ‘ground breaking’, Ford has already introduced a television campaign featuring a number of extreme sports reflected in the exterior of the new S-Max.

However, it isn’t the first time the technique has been used. Earlier this year Alfa Romeo toured the country with an interactive Space Invaders game beamed onto the side of buildings to promote its new Alfa Romeo MiTo supermini.

The Ford S-Max people carrier features seven seats but is also recognised as one of the most fun-to-drive MPVS available today. The latest version has received a refresh to the exterior and interior, and more frugal engine options.

This includes Ford’s new EcoBoost petrol engine, available for the first time on a Ford car. The 2.0-litre, 200bhp engine increases power by 25 per cent but reduces CO2 emissions by 19 per cent to 189g/km.

The Ford S-Max starts from £20,500 after Ford cut prices in the wake of the scrappage scheme under its new ‘Blue Tag’ pricing policy.