The unique event was used to launch a full family of vehicles under Ford’s new brand promise ‘Go Further’ and reveal their aggressive new product acceleration in Europe.
Staged on 6th September at the new, state-of-the-art Ziggo Dome in Amsterdam, the event brought together over 2,000 European Ford dealers, employees and 300 members of the press. The event was streamed live in seven languages via the purpose-built website www.gofurtherlive.com. An additional ‘as live’ stream was also made available in ten languages. The aim was to reach an audience of up to 100,000 people.
Guests were encouraged to use their phones and share the event through social media channels. Imagination worked with Ford to create this event, taking a uniquely facilitative approach to social media which amplified and extended the event’s reach whilst reiterating the Ford ‘Go Further’ messaging.
Imagination designed and produced the staging and content for the event. This included the auditorium, with a 35m wide screen and six support screens, and the ‘showroom of the future’ – a representation of the new Ford retail space and future model line-up.
Imagination worked with Ford to script the 90 minute event. More than 24 pieces of content were produced to support the event, including brand films, a Twitter feed, augmented reality activations and speaker support.
As well as conceiving and staging the event, Imagination was responsible for arranging travel and accommodation for those attending the event in Amsterdam.