GTB: Changan Ford’s Metaverse in a Mystery Box

Metaverse mystery box in a Chinese city

GTB: Changan Ford’s Metaverse in a Mystery Box

Revolutionising brand identity by blending the metaverse and reality

Show this article in Chinese

Ford EVOS is the pioneer product that represents Ford’s brand evolution in China, transforming it from a traditional US automotive company to an innovative brand attracting new-generation Chinese consumers.

Based on the creative concept that “technology unlocks the beauty in life”, GTB helped Changan Ford recreate the popular NFT mystery boxes found in metaverse environments in the physical world and launched pop-up stores in several big cities in China.

The first pop-up was located at 8D City, Chongqing – the home city of Changan Ford. GTB used LED interactive screens to bridge the metaverse with a physical retail experience. In a nationwide first for an automotive brand, consumers were able to get the mystery boxes with exclusive giveaways in the pop-up store while watching and experiencing EVOS through autostereoscopic screen.

Through the use of new experiential technology, Changan Ford was able to successfully appeal to a younger demographic and the campaign generated 6,845 driving test bookings, 2,838 of which were booked by consumers who had received a mystery box. The online promotion of the experience in 8D City, Chongqing was viewed by over 200m viewers, and the campaign was awarded a Gold Award at the China Autovision Awards 2022.