In partnership with Ford Middle East, we launched the Beyond the Blue Oval (BTBO) – Lifestyle Enabled event – an exclusive and immersive showcase of Ford’s innovative services and vehicle lineup, advanced technology, and visionary transformation in the Middle East.
Held over two days this November at Dubai Studio City’s Sound Stage, the event welcomed over 500 stakeholders, including media, government officials, Ford’s distributor partner, customers, and Ford club members.
This immersive event underscored Ford’s commitment to the region and its drive toward an electrified future, including the introduction of hybrid models, such as the Ford Territory Hybrid, and fully electrified vehicles, such as the Mustang Mach-E, set to debut in 2025.
Jason Rodbard, our Middle East studio Executive Creative Director said: “This was one of those briefs that excited us from the start, with a clear vision of the experience we needed to bring to life. From strategy and zoning to lifestyle elements, everything just felt spot on and aligned with Ford’s future vision. Beyond the Blue Oval not only celebrates Ford’s core but also the freedom to explore – from city to beach, road trip to desert. As a Ford owner myself, this project was especially meaningful, and our team’s energy, combined with Ford’s team partnership, has made it an inspiring journey – hopefully the first of many BTBO experiences.”
The event featured exciting product reveals and a full lineup of vehicles, captivating audiences through six distinct interactive zones – Dynamic, Electrified, Future, Performance, Platinum, Off-Road, and Commercial Vehicles:
- Off-Road: Gamified, digital and physical content including feature displays and a AI Photobooth
- Dynamic: 360° content capture, beach surf photo opp and themed popsicle cart
- Electrified Future: A fun electric maze game featuring kinetic charging bikes with the backdrop of Dubai’s skyline
- Performance: Hero oversized racing helmet with an immersive soundscape that captured the sounds of Ford’s racing pedigree
- Platinum: Premium coffee bar with Ford branding and date display in collaboration with a local partner
- Commercial Vehicles: Feature displays and content that support their partner’s contribution and customisation of Ford Vehicles including a Fire Truck and ambulance conversion
These zones were complimented by lifestyle-inspired installations and seating spaces tailored to each theme, bringing Ford’s promise of quality, connectivity, and innovation while putting the ‘fun’ back into the brand experience.
We have been working with Imagination globally for decades and their experience design has always evolved alongside our products and services, to match our expectations. When we defined the brief for Beyond the Blue Oval, we knew that Imagination’s creativity and understanding of customer lifestyles in the Middle East would lead to a great concept and design for this flagship experience.
Rasha Ghanem Director of Public Affairs and Communications, Ford Middle East
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