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Ensemble recreates slow motion car smash in VR to showcase Ford safety features

Creative agency Ensemble has created a VR-led test drive for Sime Darby Auto Connexion Ford in Malaysia which demonstrates how the safety features can save the lives of drivers and passengers.

Called the Second Chance Test Drive, the activation promotes the Ford Ranger’s driver-assist technologies and takes audiences through an accident in slow motion.

IPG-owned Ensemble said the experience, located in a pop-up store in Malaysia, was created by breaking down crash test dummy footage into milliseconds and reconstructing it frame by frame in VR.

Ensemble Worldwide content director, Loreen Lim, said the VR campaign aims to highlight often-neglected features of a new car that are relegated to “bullet points”.

Sime Darby Auto Connexion Ford head of marketing communications, Queenie Tham, said the simulation “fulfilled the marketing objectives” of the Ford Ranger and provided a “visceral demonstration” of how safety elements can save lives.

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