Overview
Ford
I led on the Ford Explorer EV European creative campaign execution, overseeing an experiential strategy to position Explorer EV as a flagship model. I led the client through key solutions like a drone show and a European media drive, strengthening media advocacy, boosting engagement, and the Explorer’s brand presence.
The Objectives
Account Director
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Position the Ford Explorer as an iconic nameplate under Ford’s blue oval, creating strong brand advocacy.
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Foster an authentic sense of community through bespoke experiences for media and employees alike.
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Showcase Ford’s commitment to innovation, sustainability, and craftsmanship by engaging both media and Ford employees.
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Highlight Ford’s spirit of exploration, bringing the vehicle’s story to life in innovative and memorable ways.
The Solution
Collaborated with the client, project management, creative and production teams to deliver three key experiences:
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1. Ford Cologne Plant:
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Media immersion: The plant's media room was transformed into a gallery, showcasing key elements from the Explorer’s production process, complimented by sizzle reels and insights from Ford experts.
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Employee celebration: Employees built a collaborative backlit puzzle, with photo ops, leadership keynote, and keys handed to the 1st customer all live-streamed to over 3,000 staff.
2. Ford Drone Show:
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A sizzle reel featured the Explorer driving through the plant, culminating in a 350-drone light show, symbolising innovation and the spirit of "Exploring Reinvented."
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3. Explorer Media Drive in Slovenia:
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Journalists experienced the Explorer’s performance through nine touchpoints, including vehicle presentations, ziplining, Olympic rowing, and farm-to-table dining - fully immersing them in the brand and enabling them to curate their own Explorer stories.
The Media Drive In Slovenia
The Ford Drone Show
The Ford Cologne Plant: Presentation & Live Stream
Employee Presentation
Car Handover
The Delivery
Employee Presentation
The Ford Cologne Plant Employee: Digital Puzzle
The Results
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Strengthened employee pride and community, with a highly engaging celebration of the Explorer’s production, broadcasted to over 2,000 Ford employees.
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Produced an iconic sizzle reel that showcased the beauty of the Explorer with a breathtaking drone show, providing content that could be leveraged for further media campaigns.
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Built anticipation and media buzz around the Ford Explorer, with tailored stories generated from brand experiences throughout the Explorer's media drive in Slovenia.
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Amplified Explorer’s presence in the automotive and lifestyle media space by connecting the Explorer brand with influential journalists and subsequently the modern consumer.
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For further information
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