PURPOSE

Underpinning Ford’s vision of driving the future of electric mobility: design and deliver an activation program to provide customers in Australia with a firsthand preview experience of the upcoming Mustang Mach-E before its official release to market.

Challenge

Representing an auto-icon and being new to the electric vehicle (EV) market, Ford faced the challenge of creating a robust brand activation strategy within compressed timeframes aligned to a specific audience profile. The objective was to showcase the Mustang Mach-E live, enabling for may a first-time experience to discover the vehicle in more detail. Importantly, the Mustang Mach-E roadshow also created the opportunity to book test drives at Ford dealerships however, limited test drive vehicles were available prior to the official launch.

Solution

Designteam proposed a comprehensive activation experience that was both efficient and impactful. Shaped to span multiple locations and strategic centres the aim was to build awareness and excitement around the vehicle by offering hands-on experiences that directly influenced perceptions and drove demand. The design of the experience allowed a substantial number of people to experience the Mustang Mach-E up close and to engage in meaningful conversations with highly trained staff. The roadshow was strategically aligned with the movement of Mustang Mach-E test drive vehicles Nationally, ensuring that interested individuals conveniently booked a test drive at their local dealership.

Outcome

The implementation of the Mustang Mach-E roadshow resulted in signifiant increase in test drive bookings and enhanced brand exposure for Ford. Beyond these immediate success pillars, the roadshow enabled Ford to define its EV audience further by gathering invaluable consumer insights useful for information and shaping their strategy moving into 2024.

• over 70,000 individuals were Directly exposed to the activation

• over 20,000 individuals actively engaged with the Mustang mach-e product