How would we drive if we didn’t have reality to worry about?
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Forza Horizon 4 is a driving game that offers players total freedom. Set in a glorious recreation of the UK, it lets players drive as recklessly as they wish they could in the real world, without the worries of insurance people or the police. Flying off cliffs, skidding over frozen lakes and smashing through fences. Nothing is off the table in Forza Horizon.
So, for the launch of the latest game, we went beyond gamers, and targeted those who could really use Forza’s driving liberation: real-world drivers, stuck in real-world British traffic.
When stopped in gridlock, amid rush hour, or at a red light, our vehicle recognition technology scanned the cars’ make, model, and colour. We then delivered a totally personalised ad, where we transported their exact car into gameplay on our billboards. Every ad was individual, with headlines that spoke directly to drivers, and footage that was far away from the reality of UK driving.
The campaign was awarded two silvers at the Clios and earned a Merit at The One Show.
