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FMBX News
Posted: May 21, 2011
Ford’s Focus Cam kicks off at Festival
Global communications agency Imagination and Ford have worked together to design and create the new Focus Cam innovation, which will be the centrepiece of Ford's UEFA Champions Festival stand, which kicks off today.
An innovative camera-based activation, Focus Cam was inspired by the camera technology in the all-new Ford Focus.
Speaking to Fieldmarketing.com during yesterday’s build, Jordan Waid, creative director at Imagination for Ford said that the Focus Cam technology was being used to draw attention to the high technology spec of the Ford Focus that uses three camera positions to help drivers to manoeuvre the car and infra red to help consign blind spot driving issues to history. “The car sees all angles and with the Focus Cam you can see yourself from all angles”, he said.
Ford and Imagination are enabling people to create the ultimate sharable moment at Ford’s Festival presence. Fans can recreate some of the best moments in the UEFA Champions League (UCL) – be it a scissor kick, goal celebration, header, or even a fan celebration – through a multi-angled photograph.
The photograph will be taken using 40 cameras that capture their moment in 120 degrees – think the iconic 'bullet' scene in The Matrix where Keanu Reeve's character Neo is shot at, where people look suspended in motion while the camera zooms around them.
Normally the domain of film studios or advert production companies, it's believed it is the first time this technology has been used in a way the general public can interact with in the UK.
People can then see and share their image on Facebook, Twitter and email their video souvenir to friends, with the help of the hosts carrying on-stand iPads and online. Visitors will hear the UCL ‘Champions’ soundtrack as the cameras capture their moment. This track will also be on the online souvenir they receive.
Ford is a key sponsor of the UEFA Champions League, and is the only sponsor who has been there since the UCL’s inception 19 years ago. Imagination has worked with Ford to deliver their UEFA Champions League Final sponsorship activation for six years.
Creating a quality stand for a quality brand in a Park is not a simple task, but it is standard practice for Imagination and Ford who have toured the world together for many years, including previous Champion’s League Festival activations.
These experiences have helped refine the stand and build. Also on the stand will be a chance to kick a ball with technology equipped to measure shot strength. Imagination has also built laid back areas onto the stand. “People at Festivals are always looking for somewhere to sit down”, says Waid. Imagination will provide this on their stand, together with Wifi. Waid comments, “The Focus has its own Wifi capability, and so this is another link to the attention to detail that Ford have put into the car.”
Timeslice Films supplied Imagination and Ford with the digital camera rig and solutions to create the Focus Cam images. Ford’s UEFA Champions Festival presence is part of the UCL Champions Festival at Hyde Park, which is open to the public from May 21 to 28. From May 21, fans will be able to access their videos at http://fordfocuscam.com
A review of the brand activations at the Football Festival will appear in the next issue of Brand X.
Further insight into Focus Cam is planned for To Be Frank, on this website on 29th May.
