Ford enlists Imagination for new model launch

Ford has selected agency Imagination to officially unveil its Ford Vignale model at the Geneva Autoshow 2016, which is taking place until 13 March.

The unveiling included the 100-person Ford Vignale Choir
The unveiling included the 100-person Ford Vignale Choir

The show stand includes 11 vehicles in the range, and it is designed to convey the key pillars of Ford Vignale – quality, time, personal attention and innovation.

Key features include the Quality Centre, which enables attendees to learn about the processes involved in producing the model, meanwhile the Time Well Spent area is complete with relaxation pods that deliver meditative experiences. 

The Ford Vignale Choir has been created for the occasion, and saw 100 members of the wider Ford Vignale team sing the Rolling Stones' 'Time is on My Side' during an official press conference at the show. 

Elsewhere, Imagination has created an activation space for Ford Vignale at Geneva airport, which offers massage treatments, a meditative audio activation, workspace and gift-wrapping service. It will remain in situ until the final day of the show.

Imagination has worked with the automotive brand on the Ford Vingale launch since 2014. This has seen the agency responsible for experiential elements such as the Vignale Lounge, a new shopping experience that has been installed across 500 European Ford stores, and the design and delivery of the Becoming Ford Vignale event at the Hemisferic in Valencia.

Natalie Tyson, account director at Imagination said: "Ford Vignale is more than a car; it is an end-to-end premium mobility experience. Our brief was to strategically push experiential design to the limit ensuring we designed and delivered a brand with experience at the heart and at every step of the purchase journey.

"We’re confident the work will launch the highest expression of the Ford brand and help change car preference and opinion through experience rather than just product."

Imagination recently launched the Imagination Academy, a new divison that is designed to help the agency attract, develop and retain talent. 

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