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March 11, 2010

Car giant goes experiential for major Swiss trade show

The Ford Motor Company will unveil a special hands-on interactive stand at this year’s 80th Geneva International Motor Show, which opens to the public on 14 March.

Designed by Imagination, the stand is designed to increase engagement with visitors at the event, which Ford is using as the European platform for the introduction of another model in its Global C-car product line-up.

With more than 700,000 people visiting the show over 10 days, the challenge for Ford was to find a way to stand out in a very large crowd. The aim was to deliver an experiential stand that encourages visitor interaction, showcases key innovations and builds engagement with the Ford brand and product range.

The Ford stand features more than 20 hands-on activities, delivering messages about new technology, sustainability and Ford kinetic design. Visitors can ‘feel the difference’ with the next-generation Ford Focus Control Blade Challenge, test-drive the new Focus through a virtual augmented reality cityscape, or customise their own Ford Ka and have the chance to see it built live by the Pro Rider team, fresh from their successful French TV programme. It is the combined effort of on-stand experiences like these that Ford will relay key product stories that groups of people can enjoy and share.

Hands on in Geneva: Ford create live stand experience

“For Ford at this year’s Geneva Motor Show, we are raising the bar on content and engagement,” said Jordan Waid, Imagination’s creative director for its Ford of Europe business.

“We’re aiming to encourage people to have fun on the Ford stand, while learning about all of the fantastic technology, design and sustainability stories the latest Ford product range offers.”

Ford of Europe's vice president of marketing, Paul Thomas, was keen to point out the necessity of making a big impact at the event.

"Geneva is one of the most important international auto shows for Ford,” he said, “and with the sheer volume of new products and technologies that we are revealing this year, it is critical that we connect with all of the visitors to our stand in an interesting and impactful manner.”

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