Team Imagination wins 4 Campaign Event Awards with Ford Go Faster
This morning, we celebrate the massive success of Team Imagination! Having won Best Digital Experience of the year and coming highly commended in the Creative Event of the Year for Go Faster. We spoke with Kathryn Butterfield to find out more about what she thinks made this experiential campaign so special:
‘Go Faster signals a new journey for Ford; creating experiences not just cars. Reaching new audiences in a new way, as lifestyle press and influencers advocated as consumers. Along with using a mixture of social, CRM, influencers, paid and earned media plus broadcast, we drove reach to promote the experience.
People followed and were immersed in an energetic Ford environment for four hours - a deep and rich time to be engaged with the brand. In return 92% of attendees reported positive brand favourability - a previously unexpected level.
The movie experience opened up the brand to a new audience, with 60% of participants under 35 and 68% non-Ford owners.
The unique movie trailer meant people were compelled to share, and others were more likely to watch, opening up the reach of Go Faster to 2.4 billion people both on- and offline.
Go Faster paves the way for how branded experiences can create in-depth relationships, tell emotional core-brand stories with totally unique content, yet reach out to the many - not just the few.’
Congratulations, Team Imagination! We would also like to thank all the incredible team at Ford for being such a fantastic client to work with.