More fairground than factory. Ford

Challenge

All the pre-show buzz is about two of your competitors, who are launching electric vehicles. There’s been a lot of media coverage about their brand new products, and pointed questions about whether you’re falling behind.

Insight

We knew that when consumers experience electric vehicles at first-hand, any preconceptions or misgivings quickly disappear.

Solution

Let the competition stage their static displays. And let visitors to our stand actually ride in our range of products – at speeds of up to 40 mph.

We created a visually dramatic, elevated driving ring for Ford. Show visitors queued in an area with a wealth of interactive displays, learning about the new technology in their own preferred style – hands-on, interacting with displays or chatting with well-drilled product specialists.

After a few minutes, they hopped into an electric Focus or an electric Transit Connect at ground level, and were driven up to the highest point. The driver – another personable product specialist – explained the benefits of each vehicle. And then, the big surprise - at the apex of the drive, the vehicle locked on to a hidden dynamo that powered it up to 40 mph.

Returning to ground level, our visitors were encouraged to explore the Electric Lab, which explained the technology they’d just experienced in greater detail.

Ford’s competitors had their static displays. We convinced our visitors that Ford was the real electric deal.