ABOUT THE PROJECT
How can Ford launch a transformative business strategy in Europe, building instant trust, confidence, and genuine excitement among its most critical stakeholders?
To debut its new global brand platform, “Ready Set Ford,” Ford brought 650 European dealers, employees, and media partners together for an exclusive, two-day immersive brand experience. Nestled in the Austrian Alps at the stunning Salzburgring, the event turned corporate promises into an unforgettable, high-octane physical reality.
CHALLENGE
Ford faced a pivotal moment in Europe. With a bold new business strategy to unveil and a transformed brand positioning to establish, the stakes were high.
The key question: how do you build genuine trust, confidence, and excitement among audiences who have heard corporate promises before? Campaign messaging alone wouldn’t cut it, and the plan couldn’t just be announced. It had to be felt. Because direct interaction is a critical factor in deepening B2B relationships and cultivating trust, the brief was clear: create an experience rich in product immersion that proved Ford’s capability firsthand.
OUR IMPACT
- 00
- attendees from across Europe
- One
- ‘as-live’ show
- Four
- immersive drive experiences
- 00%
- of media, 86% of dealers, and 90% of the European Ford Dealer Council reported that the event improved their understanding of Ford’s future plans
THE OUTCOME
Bold brand positioning
From the moment guests arrived, every touchpoint was centred around real people, active lifestyles, and the unique capabilities of Ford’s vehicles. The venue was decked out in bold graphics, in line with the new ‘Ready Set Ford’ brand positioning. An exclusive welcome dinner immersed audiences in Ford’s rich rally heritage, a subtle, authentic nod to the future-facing messages to come.
Announcing the promise
A dynamic, high-energy show brought Ford’s senior leadership to the stage, including Jim Baumbick, President of Ford Europe. Rather than presenting a distant roadmap, leadership delivered a definitive statement of intent: a promise that over the next three years, Ford will aggressively defend and grow its commercial leadership while introducing an expanding lineup of two new work-ready commercial vehicles and five all-new passenger vehicles.
Delivering the proof behind the promise
To bridge the gap between vision and reality, four immersive drive rotations let attendees get behind the wheel of iconic vehicles and experience their capability firsthand:
- Witnessing the unrivalled capability of the Ranger Super Duty
- Feeling the raw, electrified precision and sliding off-road DNA of Mach-E Rally in a drift experience
- Catching air and experiencing the adrenaline of performance engineering in a Ranger Raptor
- Feeling the power and speed of a Mustang Dark Horse in laps around the iconic Salzburgring
By the end of the two days, attendees hadn’t just heard about Ford’s future. They’d felt it.
This was what excellence looks like in the eyes of those we serve. I could not ask for better collaboration, focus, and excellence as a team. Your incredible work has set the foundation for our true transformation, and it was only possible through the collective efforts of an amazing team. I am truly inspired by the commitment that all of you demonstrated and humbled to be part of this team!
Jim Baumbick President at Ford of Europe
You communicated our commitment to Europe and European drivers with heart and incredible attention to detail, you have set a high bar!
Elvira Schachermeier Vice President, Communications and Public Affairs at Ford of Europe
VALUE
For the audience
Dealers, employees and media left Salzburgring with more than information – they left with conviction. They’d seen the proof behind the promise, experienced the vehicles’ true capabilities, and felt the energy of a brand in transformation.
For the brand
Ford demonstrated not just what they’re building, but who they are: dynamic, capable and committed to Europe. The event successfully set a new benchmark for how the brand communicates its vision.
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