ABOUT THE PROJECT
Reconnecting a community to its past
Ford’s Winter Festival brought together the Detroit community to celebrate the redevelopment of the iconic Michigan Central Station.
CHALLENGE
The Detroit community long dreamt of seeing the storied Michigan Central Station (MCS) brought back to life after closing in 1988 and being left to ruin.
In the summer of 2018, Ford Motor Company purchased the iconic building and was keen to give the community a moment of celebration and create a sense of anticipation before the redevelopment kicked off.
OUR IMPACT
- 000k+
- attendees
- 0mins
- average dwell time
- m+
- views of Ford content
- 0%
- favourability towards Ford as a community partner
THE OUTCOME
Celebrating a community
We worked alongside Ford to create an exciting and heart-warming moment that would deliver a great news story that celebrates and strengthens community relationships.
The entire experience was complemented by a night market with music by Detroit-area musicians and DJs, food and activities and a first-of-its-kind exhibition of nostalgic train station artefacts.
A revival story told
To bring Ford’s vision to life, we tapped into advanced 3D projection mapping technology to create a light show that covered the building’s facade for the first time. As part of complex projection mapping, we crafted a narrative that showcased the station at its peak and celebrated its revitalisation and promising future ahead.
Whether it’s sitting behind the wheel of one of our vehicles or inviting people to see where we are going as a company, high-touch, personalised experiences like this are critical to cut through to customers in a noisy marketplace.
Garett Carr Global Autoshow and Events Manager, Ford
VALUE
For the audience
This experience held enormous value for the audience as it was a celebration of local history and people. This is proven by the 40-minute dwell time and 20,500+ attendees.
For the brand
Ford is synonymous with the City of Detroit and this experience only further cemented the brand’s loyalty to the city amongst locals. The 99% favourability of Ford as a partner after the event demonstrates this.
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