ABOUT THE PROJECT
Supercharging B2B customer value through edutainment and immersive experiences
For many B2B businesses, customers only scratch the surface of what a product or service can truly do. This isn’t a reflection of the product, but often a knowledge or confidence gap that prevents them from using its full suite of features. When customers don’t get the maximum value from their investment, businesses miss out on opportunities for deeper loyalty and engagement.
Ford Pro faced this exact challenge. The goal was to show its fleet customers that the Ford Pro ecosystem was more than just vehicles; it was a complete productivity solution. The answer was to move beyond standard presentations and create an unforgettable ‘edutainment’ experience. By tapping into behavioural science principles, an event was designed to make learning fun, engaging and most importantly, memorable.
OUR IMPACT
- 0%
- lift in understanding of how Ford Pro solutions can accelerate productivity
- 0%
- lift in understanding of how Ford Pro solutions reduce total cost of ownership
- 0%
- of attendees felt “very confident” they could apply learnings from the event
THE OUTCOME
The imagination approach: Serious learning through play
The traditional Fleet Showcase was transformed into a dynamic, multi-day festival of innovation and education. Held at the iconic Michigan Central Station, the event was designed to empower attendees and give them the confidence to master Ford Pro’s powerful tools for their business.
Turning education into entertainment
Boring lectures were swapped for gamified workshops with names like “Breaking Good” and “Productivity Crimestoppers.” These interactive sessions, led by Ford Pro SMEs, gave attendees valuable insight into vehicle capabilities and fleet management tools in a format that kept them on the edge of their seats.
Learning by doing
There’s no substitute for hands-on experience. Attendees were placed in the driver’s seat for a series of thrilling ride-and-drive activities. From a Super Duty Capability Course to a Police Interceptor Autocross Experience, participants felt the power of Ford Pro vehicles in real-world scenarios, creating lasting memories and a deep understanding of the products.
Building a community, not just a client list
Strong business relationships are built on connection. The Ford Pro + Upfitter Expo created a vibrant hub for attendees, Ford Pro experts, and industry upfitters to directly interact. This fostered a collaborative environment for sharing knowledge and forging powerful new partnerships.
HIGHLY relevant content throughout – from the group sessions to the breakouts. Do not do what the other OEMs do and spend the day rattling off vehicle specs.
Event attendee
The breakaway sessions were packed with useful information that was presented in a dynamic way.
Event attendee
The best fleet event I’ve been to in 30 years.
Event attendee
VALUE
By making learning an experience, this approach delivered powerful, tangible results that proved the value of investing in customer education.
For B2B customers
Attendees left with newfound confidence. The hands-on sessions and practical workshops equipped them with actionable strategies they could immediately apply to improve their own operational efficiency and productivity.
For the brand
For Ford Pro, Fleet Showcase was a game-changer. It reinforced its position as an innovative industry leader and measurably improved brand perception. By creating an environment for meaningful engagement, Ford Pro strengthened its relationships with key partners and customers, fostering long-term loyalty and driving positive word-of-mouth to fuel sustainable business growth.
More like this
