Ford employs Imagination for multi-sensory experience

Agency Imagination has created a virtual and digital experience for Ford's exhibit at the North American International Auto Show.

Ford employ Imagination for multi-sensory experience
Ford employ Imagination for multi-sensory experience

The firm came up with 24 different interactive activities, including a choreographed assembly line of robots, to entice visitors to the motor giant's display.

An augmented reality game allows potential customers to use their own balance and ingenuity to drive a virtual Ford car through the trials of a fast-paced car race.

More than 700,000 attendees are expected to visit the show, which closes on 24 January.

"We've brought each vehicle to life in never-before-seen ways," said Ford head of global auto shows Darrell Bryja. "Ford is the most innovative auto manufacturer and we have to step up to, and surpass, that expectation. I don't think any visitor will be disappointed. Ford doesn't have a display - it offers a full-on, multi-sensory experience that engages our visitors."

Imagination's creative lead for Ford in The Americas, Paul Martin said: "This is Ford's biggest and most complex and engaging environment ever. It's been a year in the planning, and we've drawn on Imagination's staff around the world to create the 24 all-new interactive experiences, and ensure that visitors want to spend a lot of time with Ford."

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