The goal

Create a product launch event for the world press to test drive and experience all the features of a new car first-hand, and generate media coverage to the world.

The Big Idea

Bring to life all aspects of the new features and benefits of the new car(s) in a truly engaging and immersive way. Every participant could take the cars on a personal test drive on a carefully crafted route to experience the greatest features and lifestyle the car represents. Then on arrival at the experience centre location, they would get their chance to immerse in each key feature directly with the Ford team, discuss all topics in a truly immersive and unexpected way.

The Results

This high-touch experiential approach enabled a wider reach of highly engaged Press & Media, extending beyond the tradition auto media groups into more lifestyle groups, ultimately driving a new, more diverse level of coverage for Ford in the hundred-of-millions of impressions.

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Explore the possibilities with Envy Create, where experiential events become extraordinary adventures.