Global creative agency Imagination helped deliver an Amsterdam-based event for Ford of Europe, 6 September.
The event launched a full family of vehicles under Ford’s new brand promise ‘Go Further’ and marked an aggressive new product acceleration in Europe. The company is targeting growth in the large cars, SUV and commercial vehicle segments.
The event was staged at the new Ziggo Dome in Amsterdam and gathered 2,000 European Ford dealers, employees and 300 members of the press. The event was streamed live in seven languages, with a goal of reaching a global audience of up to 100,000 people.
Guests were encouraged to share the event through social media channels. It was the first such Ford event to have been shared in real time.
Imagination designed the auditorium with a 35m wide screen and six support screens, installing a ‘showroom of the future’ – a representation of the new Ford retail space and future model line-up.
More than 24 pieces of content were produced to support the event, including brand films, a Twitter feed, augmented reality activations and speaker support.
Imagination arranged travel and accommodation for delegates, including 2,400 flights and 880 hotel rooms reserved.
“This event provided an opportunity to inspire a wide audience of people by bringing them into direct contact with the products and the Ford brand,” said David Girling, Group Board Director and Ford Business Head, Europe at Imagination.
The President and CEO of the Ford Motor Company, Alan Mulally, conducted a live 30-minute Question and Answer session with the audience.
Imagination worked closely with Ford of Europe Marketing and Public Affairs on the project, which took four months to plan and deliver.
Launched in London in 1978, Imagination was named one of The Sunday Times’ International Track 200 companies in 2012. Past and current clients include ASICS, Aston Martin, BT, Canon, Ford, Guinness, Harrods, Jaguar Land Rover, John Lewis, Shell, Samsung and Prada.
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