Unveiling Ford’s first electric Transit to the European press
At a glance
- 1 location
- 2 events
- 7 Ford Transit Custom variants to test
- 560+ media guests
- 1 film
- 2 ferries
It is not often that a new van gets the amount of love and attention it deserves. Ford knew things had to change for the launch of their first PHEV Transit model, which was much more than ‘just a van’. So, they asked us to apply our industry-leading knowledge of the electric vehicle sector to create a bold, informative and entertaining experience for the European press.
At a pre-selected location in Stockholm, we were tasked with creating an experience where European press and a selection of large fleet owners could learn about Ford’s customer-centric approach to business transport and commitment to electrification, in a bold but entertaining fashion.
We came up with the creative concept ‘Built for Business’ to underpin every touchpoint of the event. Then we put it into practice by designing, building and furnishing a branded central hub which would serve as a base for two back-to-back phases of the media drive. Our aim was to create a space that would provide hospitality for media professionals between each test drive, while keeping them engaged and informed throughout. The cosy environment featured design elements inspired by the world the Ford Transit naturally inhabits: raw building materials as furniture and decorations, with a natural wool finish to tie the design into the Scandi feel of the Stockholm setting.
Across the two events we ran, we tailored the space to the audience size, allowing us to showcase the car in a variety of playful settings while still retaining creative consistency and a sense of intimacy. What’s more, yur additional assets, which included presentations, print collateral and gifts, went down a storm and resulted in high volumes of social coverage.
During the three weeks and a half our hub was up and running, over 560 journalists and media professionals visited the experience, tested the Transit and put their questions to the Ford team. The relaxed, celebratory mood created allowed them to confidently engage with up to 7 variants of the van and resulted in overwhelmingly positive coverage in a myriad of sector specific publications, including Fleet Europe, AutoCar, FleetTransport and AutoExpress.
Even more excitingly, the attention gained as a result of the drive meant that the Transit went on to be awarded ‘International Van of the Year 2020.’ In fact, demand for the new vehicle was so high, Ford had to temporarily halt sales due to a backlog of orders.
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