ABOUT THE PROJECT
Shaping tomorrow: Ford’s rise in the Middle East
Ford’s vision in the Middle East is to rank among the top 5 OEMs “Original Equipment Manufacturer. This journey began with reshaping the portfolio, refreshing showrooms, and adapting to emerging market trends. Over the past 10 years, the focus has been on building name plates. Now, the goal is to unify everything under the Ford brand and share the story of Ford ME’s transformation with all stakeholders. Ford remains committed to delivering what customers want and providing reliable technologies. The original concept for the event, “Beyond The Blue Oval” is intended to serve as the platform to communicate Ford’s vision and future momentum in the Middle East to all stakeholders and audiences.
CHALLENGE
The challenge is to elevate Ford’s brand identity by firmly associating it with innovation, advanced technology, and driving enjoyment while positioning it as a lifestyle brand that resonates with millennials and younger generations. This includes boosting Ford’s favourability and appeal across the Middle East, demonstrating its commitment to becoming one of the top five OEMs in the region. The event will serve as a platform to showcase the latest Ford lineup, including the F-150 in various trims, the Expedition Platinum, Mustang Mach-E, and the Territory FHEV, alongside launching FordPass in the UAE and KSA. Additionally, it will introduce Ford’s new energy lineup, highlighting its hybrid offerings to differentiate from competitors and emphasise its forward-thinking approach.
OUR IMPACT
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- positive sentiment achieved across all coverage and testimonials
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- stakeholders attended, including content creators, journalists, distributor partners, and Ford Middle East team members
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- pieces of editorial coverage secured within the planned storytelling calendar
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- social media posts from media attendees, guests, fans, and fan clubs with an audience reach of 220 million and estimated views of 89 million
THE OUTCOME
Immersive experiences tailored to every lifestyle
The event featured six unique zones—Dynamic, Electrified Future, Performance, Platinum, Off-Road, and Commercial Vehicles—designed to engage guests with interactive activations and lifestyle-inspired installations. Highlights included activities such as kinetic charging bikes, a beach-themed photo opportunity, a racing-inspired soundscape, and customised vehicle displays like Fire Truck and ambulance conversions. Each zone underscored Ford’s commitment to quality, connectivity, and innovation while adding an element of fun to the brand experience.
Strengthening connections with key stakeholders
Bringing together media, content creators, distributors, fleet customers, Ford clubs, and VIPs, the event provided an exclusive platform to showcase Ford’s latest lineup, including hybrid models and the new F-150 trims. Guests participated in a tailored test-drive experience, reinforcing Ford’s engineering and performance capabilities. By fostering engagement with these audiences, the event not only elevated brand recognition but also strengthened Ford’s regional presence and commitment to innovation and sustainability.
We have been working with Imagination globally for decades and their experience design has always evolved alongside our products, to meet our customer’s needs. When we defined the brief for Beyond the Blue Oval we knew that Imagination’s insights and understanding of customer lifestyles in the Middle East would lead to a great creative concept and design for this flagship experience.
Rasha Ghanem Director of Public Affairs and Communications, Ford Middle East
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 ME’s partnership, has made it an inspiring journey – hopefully the first of many BTBO experiences.
Jason Rodbard Executive Creative Director, Imagination Middle East
VALUE
For the audience
Beyond The Blue Oval offered an in-depth exploration of Ford’s brand DNA, highlighting its rich legacy, cutting-edge innovation, and ambitious vision for the future. Attendees experienced Ford’s distinctive products, advanced technologies, and lifestyle solutions firsthand, bringing the brand to life in a tangible and impactful way.
Authentic, relatable storytelling from trusted influencers and media partners provided a personalised perspective on Ford’s offerings, deepening the connection with the audience. The event also fostered a sense of belonging through the ‘Friends of Ford’ initiative, creating a vibrant community of enthusiasts and advocates.
Participants had the unique opportunity to network with Ford executives, product managers, and industry experts, gaining valuable insights into the brand’s direction. This thoughtfully curated, high-quality event experience left a lasting impression on everyone involved.
For the brand
The event drove home Ford’s value by boosting awareness, sparking curiosity, and inspiring action. It celebrated Ford’s legacy while firmly planting its roots in the Middle East and looking ahead to an electrified future.
By showcasing Ford as a trailblazer in innovation, the brand struck a chord with millennial audiences – connecting with a younger, forward-thinking crowd who sees the road ahead as theirs to take.
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