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Back Vehicle News Ford Imagination Drives Ford Australia’s Motor Show
05 Jul 2011

Imagination Drives Ford Australia’s Motor Show

Global communications and experiential marketing company, Imagination, is the driving force behind the progressive Ford Motor Co. Australia stand at the 2011 Australian International Motor Show.

Ford has the largest stand at the Melbourne show, and this features a number of unique and intriguing interactive drawcards that look set to redefine the concept of a Motor Show stand into the future.

Aside from the new vehicles Ford has bathed in the spotlight, a large number of hands-on activities are designed to entertain and inform show visitors, working to explain Ford’s key quality, sustainability, safety and smart technology stories and act as a proof point of Ford’s ‘Feel the difference’ brand promise.

Attractions include a 3D Quality theatre to showcase the virtual technologies Ford uses in design and engineering; a capability simulator that brings the challenges of a test track to life inside the exhibition hall; the EcoBoost Touch Table that simulates the precision, power and performance of Ford’s new fuel efficient engines; and the ECOnetic Touch Table that explains how aerodynamics influence fuel efficiency.

Adding elements of fun are a super-sized slot car racetrack and a world-renowned master magician, Bill Malone, who brings Ford’s stories to life though magic. A simulator allows visitors to discover the All-New Ranger’s trailer sway safety control system and a handball footy interactive game tests visitors to see if they are as precise as Ford’s new EcoBoost engine.

Visitors explore the stand armed with a ‘Ford Passport’ which when stamped at each station can be traded for a memento.

Imagination is a unique business that focuses on strategically understanding their client’s business so they can transform their business through creativity.

They work internationally for a host of blue chip clients across the world. As Ford’s second largest global supplier of marketing and communication services, Imagination partners with Ford around the world, developing innovative, effective new ways to reach dealers, employees and customers.

For Ford Australia, Imagination is leveraging its international successes, delivering a Melbourne show experience that is more dynamic, interactive and informative than any other at the Exhibition Centre. Using similar activities to those seen on Ford stands at the Geneva or Detroit Motor Shows adds consistency to the One Ford message that has been unifying the automotive giant in recent times.

At the same time it brings to life Ford’s core brand values of Safety, Quality, Smart Technology and Sustainability.

“The Ford Motor Show experience is designed to help express the One Ford strategy in clear and entertaining terms” says Alistair Wilson, Director of Imagination Australia.

“One Ford can deliver tangible benefits to customers; principally vehicles equipped with features customers want. We’re explaining how we come up with these features and what goes into making them,” he says.

“Ford has a great story to tell and Imagination’s role is to create unique, relevant and engaging ways for visitors to connect with Ford’s point of difference.

“There is a vibrancy and an energy on the Ford stand you won’t find elsewhere in the show. That’s a signature of Imagination’s work, derived from our historical roots in theatre and understanding how to engage audiences with a story.

“We have created bespoke interactive solutions for the Australian market as well as leveraging on Ford’s global motor show investments. We have Ford employees on the stand running the exhibits. They have a genuine passion for the product and the brand, and are ideal ambassadors.

“The show activities are designed to prompt visitors to ask for more information, and because our dedicated staff know so much about Ford they will not be stuck for an answer.

“Imagination’s aim is to actively surprise and delight visitors. At the last Motor Show in Sydney we achieved the longest dwell times of any stand, and visitor feedback was overwhelmingly enthusiastic.

“We want visitors to leave uplifted, having learned something new about Ford.

“A measure of success is the pass-on rate. How many visitors tell their friends what a great experience they enjoyed at Ford. A sustained impression is the key to changing perceptions.

“An interactive stand delivers a fuller brand experience, it energises the brand story,” Alistair says.

Imagination works with a host of global blue chip companies, as well as Australian household names such as Commonwealth Bank, Sanitarium, Blackmores and the City of Sydney.

Imagination Australia’s most high profile client acquisition for 2011 was the City of Sydney. Imagination was appointed Creative Directors for Sydney New Year’s Eve 2011, following a competitive tender.

This is the first time a creative agency has ever been awarded this prestigious role. Imagination chose to collaborate with Marc Newson, Australia’s most accomplished and influential designer to headline their bid.

“We feel privileged to be awarded this incredible opportunity and look forward to collaborating with the City of Sydney to further enhance its reputation as the New Year’s Eve Capital of the World,” says Heath Campanaro, General Manager of Imagination Australia.

The City of Sydney’s appointment of Imagination recognises the value of collaborating with the company’s world-class creative team and their high quality ideas.

“Our difference is that we’re not simply an event company or a marketing company, but we have a broader spread of abilities that can deliver the right solution for a client’s needs, no matter how big or how small the challenge,” says Alistair Wilson.

“We’re flexible, creative and have a broad view. We’re constantly challenging ourselves. And we determine our success through offering our clients solution driven results.

“Imagination often finds the best solution to a client’s brief is to devise a programme of activation strategies, rather than offering a single solution,” he says.

“In the build up to a motor show we create pre-engagement excitement through pre-release of information focussing on exhibits, then at the show we engage visitors on the stand with attractions and give them a return of their investment through winning prizes on stand, which can escalate to major prizes when they stay connected to Ford after the event. By doing so we have a much greater opportunity to broadcast and sustain Ford’s key messages.

“In the modern era with smart data capture, you can continue the conversation with visitors post event, enhancing brand exposure and more easily attracting attention ahead of the next engagement opportunity. Sustained dialogue builds trust, and helps turn people into advocates,” he says.

“Today, people watch TV while texting their friends and using their iPads. People are active consumers of media, not passive observers of it. That’s why at a motor show it is not enough just to have an attractive stand. The brand story has to come alive for visitors and that’s what we believe we have created for Ford,” Alistair says.



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