Ford has created a ‘sensory’ experience in Indian airports, blowing air and smoke and emitting sound based on movement around its billboards.
The campaign, created by Kinetic Worldwide, aims to catch the attention of high net worth business and first class travelers in India specifically for the launch of Ford’s range car Mustang.
The billboards come with a red carpet, which is connected to the screen via Arduino technology. When a traveler approaches the carpet it triggers the billboard to emit wind, the noise of the revving of the Mustang engine and, for some of the billboards, emits artificial smoke.
Sommnath Sengupta, creative director at Kinetic India, said creating a more immersive experience leads to greater ROI.
“First and business class travelers come with a mindset of luxuriating in a personalized experience. Our creative concept is a sensorial statement of power that speaks directly to and resonates with this audience,” he said.