ABOUT THE PROJECT
Going from well-known to well-loved
Ford found itself as a brand that was well-known, but not well-loved. So we launched ‘Go Faster’ – a new immersive experience where the customer was the star of the action and could not help but fall in love with the brand.
CHALLENGE
Ford needed to find a better way of making meaningful connections with its target audience. Our Hollywood-inspired driving experience invited the public to take part in their own trailer for the imaginary film ‘Go Faster’ and learn to become a getaway driver.
OUR IMPACT
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- media impressions
- 0m
- reach through UGC
- 0%
- of attendees had increased brand favourability
THE OUTCOME
Telling an immersive story
Throughout four hours guests were immersed in the film’s story of Remie Casino and his double-crossing best mate and learnt how to complete several stunts to ensure they could play the role of getaway driver.
AWARDS
Drum Experience Awards:
Innovative Activation/Event of the Year
Campaign Experience Awards:
Best Digital Experience
Highly Commended for Creative Event of the Year
VERY cool.
GQ
Steve McQueen would have done dangerous things to be in Go Faster.
Shortlist
VALUE
For the audience
So unique was the experience on offer, guests were willing to pay for it, showing ‘Go Faster’ had a very tangible value. On top of the thrilling experience, guests were given a copy of the trailer and film poster and were able to share their starring roles on social media.
For the brand
Ford wanted to become a brand that was well-loved, and with 92% of attendees leaving with increased brand favourability, the experience achieved this. We also ensured Ford got the most mileage out of the experience by enabling it to be scaled back at car shows with a rig and green screen.
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