Trio of events help launch Ford’s new Focus

Global creative business, Imagination has produced three events to help Ford launch its best-selling and most advanced car to date – the new Focus. The key to the success was creating a single minded message and identity – #1 just got better -, whilst appealing to the respective audiences at each event. From the intimate preview; to the technology masses at Mobile World Congress; to the discerning automotive journalists at the Geneva autoshow.

The new Ford Focus was first seen on 19 February by 135 European automotive media from 27 countries at Congress Park, Hanau in Frankfurt. The event allowed the media to preview the vehicle ahead of Mobile World Congress and ahead of the Geneva autoshow. Speaking at the event were Barb Samardzich (chief operating officer, Ford of Europe), Stefan Lamm, (design director, Ford of Europe), Joe Bakaj (vice president product development) and Sheriff Marakby (vehicle line director) who were also available for one-two-one interviews following the presentation.

There was a 1.5 litre EcoBoost engine and a SYNC unit on display to help the media learn more about the vehicle’s technology features. The vehicle’s official debut was at Mobile World Congress, the world’s biggest technology event, with a socially connected stand created by Imagination. This was the third consecutive year that Ford exhibited underlining Ford’s credentials as a leading technology brand, not just an auto manufacturer. Ford was the first automotive company to feature at MWC when Bill Ford gave his ‘Blueprint for mobility’ keynote speech two years ago. Visitors to MWC also witnessed the European premiere of Ford’s Automated Research Vehicle. The car attracted a lot of attention with its infrared light sensors that generate a real-time 3D map of the surrounding environment. To engage visitors and to convey its key messages, Imagination created a scanner-based activation, which produced a 3D portrait souvenir similar to the view the vehicle’s scanners produce. Visitors received their 3D portrait via email and could then share it on social channels. Ford’s presence at MWC also featured a Twitter Wall as well as a stand in the AppPlanet hall, positioning itself as a truly socially connected brand keen to work with App developers to improve the in-car experience.

At the Geneva autoshow, again, the new Ford Focus was the focal point, where it was revealed as part of Ford’s press conference on 4 March. To launch the new Focus, a car with global appeal, sold in 140 countries, Ford invited musicians from all over the world to come together as a virtual orchestra to play a classical composition. The backdrop of the press conference was Ford’s new autoshow stand, designed and produced by Imagination, which reflected ‘FordStore’, Ford’s direction change in the retail experience. Imagination also worked closely with Ford to develop the design and production of the Eve of Show event held at the President Wilson on 3 March, where Stephen Odell, Mark Fields and Jim Farley all spoke. The evening focused on One Ford, showcasing a variety of Ford’s global products including the Mustang, Edge and Vignale. The highlight of the evening was the exclusive sneak preview of the ‘Need for Speed’ film, which features the Ford Mustang.

Natalie Eldridge, Ford Account director at Imagination said: “It has been a pleasure to work with Ford on the launch of the new Focus. Imagination has a track record of creating transformational experiences for our clients on a global scale. The three unique experiences we created to launch the New Focus all carried a single minded message but they were then tailored according to each audience – a detailed overview at the preview, a more technical deep dive at MWC and finishing with a dramatic, musical reveal at Geneva.”