Go Electric at Munich Mobility IAA

How can Ford transform passive auto show footfall into high-value lead conversion?

To disrupt the conventional autoshow approach of passive product showcases, Ford at Munich took a dynamic and participative approach with a “Go Electric” racing game. Ford’s passion and fun-to-drive capabilities were brought to life in a hands-on experience that turned an audience into protagonists and moved participants into leads.

At Munich Mobility IAA, Ford faced the significant task of cutting through the noise of a crowded automotive landscape dominated by competitors with vastly larger stand footprints and monetary investments. The brief required a shift from the conventional, passive auto show model to create a high-impact brand moment that drove genuine talkability.

Beyond just building buzz, the activation needed to deliver hard commercial results, transforming high footfall into a high-volume pipeline of qualified leads and physical test drive bookings.

Attracting a crowd

We replaced the traditional static showcase with a high-energy, hands-on driving spectacle. A bespoke racing track drew crowds to watch Ford’s electrified portfolio, including the Capri, Explorer, and Puma Gen-E, compete in a miniature racing format. This “participation-first” strategy maintained high footfall throughout the week, bringing the audience closer to the product despite the Munich rain.

From observation to participation

By replacing static displays with a “must-do” competitive experience, visitors were shifted from passive observers to active protagonists in the Ford brand story. A seamless pre-registration and queuing system removed friction, allowing guests to explore the wider stand while awaiting their turn on the track. We extended the event’s digital reach by providing participants with bespoke digital souvenirs and incentivised performance with high-stakes prizes, including tickets to the 2026 Austrian Grand Prix.

Converting engagement into active consideration

By blending high-impact entertainment with frictionless digital sign-ups, event “talkability” was converted into a pipeline of valuable, opted-in leads. Close collaboration with the Ford team ensured the seamless transfer of data to internal CRM systems, driving tangible test-drive opportunities. This alignment solidified Ford’s position as an EV leader, proving its electric portfolio is as fun to drive as it is innovative.

For the audience

High-quality entertainment that transformed the auto show visit into a participative competition. Guests gained deep product insight through hands-on play, supplemented by high-value rewards and personalised digital content.

For the brand

The activation successfully reasserted Ford’s market positioning by showcasing the “fun-to-drive” DNA of their EV range. By prioritising participation over observation, the project delivered consistent footfall and a high-conversion lead pipeline that exceeded core commercial objectives.