Ensemble Worldwide develops first of its kind virtual reality test drive in Malaysia for SDAC Ford
Ensemble Worldwide has pioneered a first of its kind virtual reality (VR) test drive in Malaysia for Sime Darby Auto Connexion (SDAC) Ford. Wholly produced and developed locally, this immersive simulation demonstrates how Ford Ranger’s safety features give customers a second chance when faced with potentially fatal road situations.
The Second Chance Test Drive brings to life Ford’s advanced driver-assist technologies. It takes audiences on a journey through what actually happens during an accident in slow motion. The simulation then shows how Ford Ranger’s safety features can alert drivers to take action and prevent accidents.
Content Director for Ensemble Worldwide, Loreen Lim said, “During fatal accidents, victims are robbed of the chance to tell their stories. We wanted to stress how important vehicle safety features are while emotionally connecting to customers through a memorable demonstration.”
To make the test drive as impactful and realistic as possible, the Ensemble team analysed numerous crash test dummy footages, broke it into milliseconds, and carefully reconstructed it frame by frame in VR. They also utilized a film technique that slows down the passage of time so an observer can see in super slow motion what usually happens in a blink of an eye.
“Vital safety features are usually not top-of-mind for potential customers as the information is typically presented in bullet points and factual formats. This VR campaign aims to turn that notion around. Working closely with our partners from The Ministry Experience, Fantasy Factory Films and VHQ Media, we were able to bring the idea to life through 6 months of research, planning and actual execution,” adds Loreen.
“The team at Ensemble did an excellent job in utilizing VR to provide a novel test drive experience that fulfils the marketing objectives of Ford Ranger. The simulation provides a visceral demonstration of how the driver-assist technologies can potentially save the lives of the customer and their families. Through the VR test drive, we hope to differentiate Ford Ranger from most pickup brands that focus more on the masculinity and performance of the vehicle. We are confident more people will be drawn to our pop-up stores to experience it for themselves,” said Queenie Tham, Head of Marketing Communications, Sime Darby Auto Connexion (Ford).
The Ford Pop-Up store is designed to offer consumers a unique opportunity to experience the Ford Ranger in a different environment beyond the traditional dealership. The VR experience will be available at Ford showrooms at a later stage.