ABOUT THE PROJECT
Unifying the power of experiences blending best-in-class tools and services to create a personalised destination
Imagination Ford Horizon is a bespoke platform that takes the audience away from the usual zoom-type call and into a designed and curated experience with rich interactivity, wrapped around next-level content.
CHALLENGE
As a response to the pandemic accelerating existing trends, to drive efficiencies and to further their sustainability goals, Ford took the strategic decision that all events will not go back to in-person once some kind of normality returns to the world. This long-term decision required an investment in a bespoke platform that could act as a unifying point across many of their experiences moving forward, making them work harder individually and collectively. It blends together best-in-class tools and services to create a personalised destination for users which is uniquely Ford, allows for the most compelling user experience and content, is completely measurable, scalable, and works with existing tech/security and ensures new events/content can be easily set-up and controlled by the Ford internal teams.
THE OUTCOME
Pushing the virtual experience forward
We created a platform that reaches and engages audiences in new and exciting ways virtually. Armed with the insight that many brands were simply trying to reproduce physical events in a virtual world using traditional corporate video, we wanted to do something different. By creating an immersive brand world, we’ve pushed the virtual experience forward.
A new way of bringing content to life
The debut experience on Ford Horizon was a technical deep dive into Ford’s new connected in-car infotainment system – its next generation ‘SYNC’. It was shown within their new all-electric car, the Ford Mustang Mach-E. The programme was developed as a series of one-hour experiences hosted which included a 30-minute presented show and a 30-minute media Q&A, with audiences joining one of six event slots.
Balancing cutting-edge tech with human storytelling
The ‘show’ was presented from an Immersive XR studio, utilising cutting-edge visual effects. Built on Epic Games’s Unreal Engine, the virtual environment brings content to life through a blend of real-time graphics and augmented reality. The technology may be forward thinking, but it is grounded by real-life presenters who ensure that this blurred real/ virtual world remains human. This is just the beginning of a new way of bringing Ford’s products and announcements to life.
We were looking for a truly innovative solution to getting news out to the media, consumers and employees, and the Ford Horizon platform developed with Imagination does just that. Going forward, we see this as a different way to host shows and events in the future as the world grapples with safer ways to interact with its audience.
Jay Ward Ford of Europe Director of Product Communications
VALUE
For the audience
Ford Horizon enabled Ford to communicate effectively with its audience during an unprecedented pandemic. The personable and human experience proved that you do not need to be in the same physical location to make an impact – the 47 million media impressions prove this. Moving forward, this technology can be used alongside physical interaction to further enhance Ford’s ability to connect with audiences across the world.
For the brand
Out of the 106 tech and automotive media attendees 100% rated the experience as positive. It enabled people to get to know the new SYNC with the same intricate detail that they would expect to receive at an in-person launch.
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