The autoshow is an opportunity for primary brand communication on a big scale. In fact, it is the only forum where the brand, product and consumers converge for a celebration of all things automotive.
Ford of Europe regarded the Geneva Autoshow 2007 as the platform to make a major statement about their new brand positioning ‘Feel The Difference'.
It was evident that the experience offered by the stand had to prompt visitors to ‘Feel The Difference' through design, content and activity.
We considered the biggest difference we could make was inviting visitors to create the experience themselves, by involving them in a dialogue and then broadcasting it across the stand.
We devised different channels for everyone to share their views about ‘Feel The Difference' and Ford initiatives in design, innovation, performance and the environment.
People could send a text message, Bluetooth an image or video clip, submit their thoughts and have their picture taken via an Imac or speak to a video vox pop team roaming the stand.
The canvas on which everyone's thoughts were presented was multimedia: specifically, the 6 metre x 9 metre high resolution LED screens that are the dominant element of the Ford stand.
The catalyst was a VJ, who took the written and visual contributions from visitors and mixed them with music tracks to create an ever-changing montage of thoughts and feelings about Ford.
The technical challenge was considerable, in that all the data had to be collated and assembled to provide the VJ with the raw material for his live edits throughout each day - in three languages.
But the result was outstanding, representing a ‘first' in the autoshow world, in that user-generated content supported direct engagement between consumers and brand and, in so doing, created a different kind of experience.
The ‘Ford VJ Experience' which is currently featuring in all of Ford's Tier 1 auto shows dominated the 2007 AV Magazine Awards which took place on Friday the 12th October at London's Park Lane Hilton. The VJ experience won Best Interactive Media Project of the Year, Best AV / IT Project of the Year and also scooped the prestigious Grand Prix Award for AV Project of the Year.
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