Going Further with Ford in Amsterdam
Last week we launched the latest instalment for Ford’s flagship ‘Go Further’ experiences, which opened to the public for the first time. Transforming Sugar City in Amsterdam we created an electrifying experience that will be attended by 2,500 when it concludes this 11th.
Go Further 4 offers visitors the chance to learn more about Ford’s mobility solutions of the future, discover Ford’s array of new technologies and plans to electrify its product line up. We have been collaborating with Ford since 2012 to develop the leading series in line with the brand’s future strategies.
Paul Cowan, our Head of Ford EMEA and Experience Strategy Lead, explained ahead of launch: “This is our fourth “Go Further” event with Ford, and each year we try and be even more ambitious by ensuring every attendee has the opportunity to really experience what Ford has to offer. This year, our immersive deep-dive zones will showcase how Ford is empowering the future of driving. Ford has a powerful story to tell about its focus on electrification and we’re confident attendees will come away both entertained and informed about their future with Ford"
The highly anticipated occasion also marked dynamic reveals featuring the new Explorer Plug-In Hybrid and the all-new Kuga. Inviting key European media, dealers, fleet guests and consumers to take part in smaller groups allowed for more intimate and personalised moments. We rotated groups around immersive deep dive zones including Future of Movement where guests observed a thought-provoking film depicting Ford’s vision of the future in a planetarium-style immersive theatre. The SUV Strength zone offered audiences the opportunity to meet the growing electrified lineup and a full 360 VR Kuga experience. In our innovative walk through zone Electrification by Ford, we helped de-mystify the electrification story with the clever use of CGI and immersive technologies.
Jay Ward, Director, Ford of Europe Product Communications, Ford of Europe commented: “ Working with Imagination, we set out to showcase a bright, exciting and electrifying future for the Ford brand in Europe. Our “Go Further” events have become synonymous with plenty of news making, immersive experiences and a platform that engages a wide variety of audiences. This year has been no exception, and we look forward to providing our media, dealer partners and consumers with an all-encompassing experience that really showcases with our brand values."