A Swedish adventure to launch the new Ford Edge

The Brief:

To launch the new Edge, Ford of Europe asked us to help them host the continent’s foremost lifestyle and automotive media at a dedicated product drive. We were tasked with creating a memorable, shareable experience that sparked conversation and clearly celebrated the car’s charismatic design, intelligent tech and perfect balance of performance and efficiency.

The Work:

We took guests to the ‘Edge of the World’—a remote location in Östersund, Sweden, where they could experience the car in an environment like no other. From a visit to Sweden’s highest waterfall, to specially-created optical illusions, ice drives to fire-lit dinners, throughout their three day adventure our guests were wined, dined, surprised and delighted by a series of highly shareable experiences designed to showcase the car’s style, power and sense of adventure.

To ensure their memory of the trip lasted a lifetime, every car was rigged with a go pro, providing each guest with a personalised edit of their experience before they departed for home.

The Impact:

Our experience received overwhelmingly positive feedback from the media and influencers in attendance, with many sharing images and video on their own social channels. The media drive resulted in 341.3 million impressions across European print, online, TV and social media channels including key broadcasters such as Canale Italia (Italy), Telecino (Spain) and M6 Turbo (France) as well as publications including Auto Bild, Bunte (Germany) and Quattroruote (Italy.)

“You can have a great product, you can have a great idea, but it’s all dependent
on the people, and we had a such a great team working with us. I’m really very proud of what we created.”

Stéphane Cesareo, Director of Communications, Ford of Europe