Title	NOISE CANCELLING KENNEL
Brand	FORD OF EUROPE
Product/Service	NOISE CANCELLING KENNEL
Category	B01. Use of Ambient Media: Small Scale
Entrant	GTB London, UNITED KINGDOM
Idea Creation	GTB London, UNITED KINGDOM
Media Placement	GTB London, UNITED KINGDOM
PR	FORD OF EUROPE London, UNITED KINGDOM
Production	ESPADAYSANTACRUZ STUDIO Madrid, SPAIN

Name	Company	Position
Julian Watt	GTB	Chief Creative Officer
Lazaros Nikiforidis	GTB	Executive Creative Director
Bryn Attewell	GTB	Creative Group Head
Alexandru Vasile	GTB	Associate Creative Director
Marcos Almirante	GTB	Associate Creative Director
Yan Cucco	GTB	Art Director
Felipe Faria	GTB	Senior Art Director

Why is this work relevant for Brand Experience & Activation?

Ford vehicles are loaded with cutting edge technology. However, car tech doesn’t really capture people’s interest. So, we found a way for people to better experience what Ford technologies do for them and make them more engaging. We took the tech out of the car and put it into everyday objects, to solve everyday problems that people really care about. The experience of these technologies became more relatable and emotional, helping people actually understand and feel what in-car tech does for them.

background

Ford is one of the leaders in automotive technology, but it’s not perceived as one. Though it offers cutting-edge systems in all its cars, these technologies rarely make the headlines. In this context, the brief was to launch the new Ford Active Noise Control Technology the car manufacturer offers in its Edge SUV. But instead of a 3D demo or a product film, we were asked to show the technology in a human, engaging way. The objective was to get both people and the press excited about Ford’s innovative Active Noise Control, showcasing the manufacturer as a tech leader.

Describe the creative idea (20% of vote)

In order to launch the Ford Active Noise Control, we took the technology out of the car to solve a real-life problem. According to Graeme Hall, a world-famous dog trainer, over 50% of dogs show fear when they hear fireworks. That’s why Ford created the Noise Cancelling Kennel, a unique object to protect pups from loud noises. Featuring both passive and active systems, just like the car, the kennel protected man’s best friend. Ford Noise Cancelling-Kennel was launched just before New Year’s Eve, the biggest firework event of the year.

Describe the strategy (20% of vote)

The usual car buyers are not very technical people. Which means they are not that interested in the many systems the car has. We had to find a way to get them excited about the new Ford Active Noise Control. But how can you get excited about something you can’t really experience? Because more than 50% of dogs show signs of fear when they hear fireworks, we created the Ford Noise Cancelling Kennel. Using the same technology as the Ford Edge, it mirrors the benefits of the Active Noise Control system in a kennel, making the technology more human and engaging. An experience people care about. We let people experience Ford’s noise-cancelling technology by taking it out of the car and putting it into a kennel, to protect their best friend from fireworks. And launched it on the biggest fireworks celebration: New Year’s Eve.

Describe the execution (30% of vote)

To launch Ford’s cutting-edge noise-cancelling technology, we’ve launched the Noise Cancelling Kennel. The object was created, designed and built to protect dogs from loud noises, the same way the Edge SUV protects its passengers. It incorporates a set of microphones and a digital signal processor that captures the incoming sound waves and generates their inverse. Adding both produces a disruptive interference that reduces the strength of the sound. We’ve created a film that presented the new invention, alongside the opinions of dog owners and famous dog trainer Graeme Hall. And launched it just before New Year’s Eve, the world’s largest fireworks celebration. Ford’s Noise Cancelling Kennel became instant news around the world, with media outlets from all areas of expertise picking up the story. From newspapers to TV shows and social media, the offline and online coverage was extensive, making headlines around the globe.

List the results (30% of vote)

The launch of the new technology through the Noise Cancelling Kennel became an instant hit, generating over 1000 media stories across the globe. From US morning shows and evening news, UK newspapers or social media, the offline and online coverage was extensive. It generated over 10.5 million views on social media, with an engagement rate of 34%. Ford’s Noise Cancelling Kennel gathered over 486 million impressions, making this a very successful technology launch. And offering people the chance to experience Ford technology in a new way. The success of this idea convinced the everyone to continue doing technology launches this way. So, it’s not just a one off, but a successful creative strategy.