Ford goes back in time

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | March 06, 2014
The auto brand has created a 3D virtual tour of the Ford Pavilion at the Auto Expo 2014 for people who could not visit the mega event held in New Delhi in February.

Automaker brand Ford has initiated an activation across six cities, where it has created a 3D virtual tour of the Ford Pavilion at the Auto Expo 2014, a mega auto event that was held in Delhi in February.

Ford activation

Ford activation

Ford activation

The idea behind the activation was to give a feel of the Ford Pavilion to the people of other cities who were unable to visit the stall. Beginning February 22, the activation, titled Time Machine, displayed some of the cars that were presented, including Ecosport, Fiesta, all new Figo and others.

The activation is being carried out by Xenium Digital across Mumbai, Lucknow, Surat, Guwahati, Chennai and Bengaluru. The first three legs of the activation have already been completed, and the next one will take place in Guwahati.

A spokesperson of Xenium Digital mentions that extensive footage of the Ford Pavilion was shot during the Auto Expo and later used for the activation, which uses Virtual Reality Corner Cave and Oculus Rift. The agency created a 3D virtual reality booth with the walls made up of projection screens using hi-res projectors.

The group of visitors going inside the virtual reality set up wear shutter/polarizer glasses allowing stereoscopic vision. One of them is given a wireless stand with which he/she can interact with the content while others experience the Ford Pavilion in 3D. They can visualize the pavilion and also modify the viewpoint by changing their own positions.

In Oculus Rift technology, users are given a pair of ski-goggles that create a stereoscopic 3D view of the pavilion. It uses a custom tracking technology to provide ultra-low latency 360 head tracking, allowing one to seamlessly look around the virtual world just as one would in real life. Every subtle movement of the head is tracked in real time, creating a natural and intuitive experience.

The activity created a buzz among the visitors in the malls where the activation was carried out.

Ford India was set up in 1995 and is a wholly owned subsidiary of Ford Motor Company, a global player in the automotive industry. Ford India manufactures and distributes automobiles and engines made at its modern integrated manufacturing facilities at Maraimalai Nagar, near Chennai. The company's models include the Endeavour, Fiesta and the Figo. Some of its other operations across India include IT services, accounting and finance, financial services and automotive operations support, global analytics and engineering services. It employs more than 10,000 people across India.

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