Ford presents new Focus to global market with Imagination

Imagination has created three bespoke brand experiences at a series of international events for automotive brand Ford, to launch its latest Focus model.

Musicians play in virtual orchestra at Geneva Motor Show
Musicians play in virtual orchestra at Geneva Motor Show

The agency most recently showcased the new Ford Focus at the Geneva Motor Show (6-16 March). As part of a press conference, musicians from around the globe played a classical composition as part of a virtual orchestra. Imagination also designed and produced Ford’s new autoshow stand, which formed the backdrop of the press conference.

Ford officially debuted the new vehicle at technology event Mobile World Congress (24-27 February) in Barcelona. The event also acted as the platform for the European premiere of Ford’s automated research vehicle. Imagination developed a socially connected stand, which included a scanner-based activation to highlight the car’s infrared light sensors, which generate a real-time 3D map of the surrounding environment.

Visitors were able to have their own 3D portrait produced and take it home as a souvenir, creating a similar view to what the vehicle’s scanners produce. Guests then received the portraits via email and could share them on social media.

Ford’s presence at Mobile World Congress also featured a Twitter wall, as well as a stand in the AppPlanet hall to highlight the brand’s desire to work with app developers to improve the in-car experience.

The new Ford Focus was first seen on 19 February by 135 European automotive media from 27 countries at Congress Park, Hanau in Frankfurt.  Press were able to preview the vehicle ahead of Mobile World Congress and Geneva Motor Show.

The event included talks from Barb Samardzich, chief operating officer, Ford of Europe; Stefan Lamm, design director, Ford of Europe; Joe Bakaj, vice-president product development, Ford of Europe; and Sherif Marakby, vehicle line director at Ford Motor Company.

The brand representatives were also available for one-to-one interviews following the presentation, and there was a 1.5-litre EcoBoost engine and a SYNC unit, a Bluetooth connectivity system, on display to help the media learn more about the vehicle's technology features.

Natalie Eldridge, Ford account director at Imagination, said: "It has been a pleasure to work with Ford on the launch of the 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 model 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 Mobile World Congress, and finishing with a dramatic, musical reveal at Geneva."

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