Create a connected space, accessible where you are, when you want it, not limited to physical space. Yet at its heart, this space delivers a dynamic and exciting brand experience that enables sharing and publishing, helping you to understand Ford’s mobility vision. Through advertising and engagement we invite users to enjoy. Through dramatic OOH we draw visitors to engage directly. Through heart-stopping interactives we create positive feelings and remarkable memories that our visitors actively want to share. And through an innovative combination of technologies - barcode, video capture, email, mobile wallet, Stackla, Ventuz - we create a completely unique connected experience. Finally, we enable those who can’t attend to participate in the same experience through social conversation and a 24/7 livestream.

Ford Connected Innovation Studio is a connected and innovative experience where creation and content go hand in hand to change brand perceptions.

A simple pre-, during and post- strategy informed our thinking throughout the 12-month project, while our execution focused on changing mindsets via entertaining immersions. We first assessed possible channels against client objectives and strategic insights, then mapped preferred options against user journeys based on Ford’s target customers. OOH, digital and social were designed to stop you and draw you in via both messaging and conversation. Social influencers then formed a golden thread through the physical experience that delivered two-way on-stand and off-stand conversation. Influencers were chosen for channel appeal to Millennials specifically – Instagram, YouTube, Vine. The 59,000 sq ft physical space provided the majority of the story-telling via an immersive theatre environment with 17 interactives. The website provided consistent social and livestream moments for desktop and mobile. Social influencers continued and concluded the conversation after the show end.

Media and experience were live for 4 weeks inclusive.

Business impact

570,000 visitors engaged across ten days

Average dwell time of 36 minutes per person on stand (10 minutes above norm)

Display judged most impressive (13% ahead of closest rival), most recalled of all auto manufacturers

60% of attendees felt encouraged to voice their opinions to Ford and that Ford valued those opinions

Impressions

13.5 million impressions across all channels in one month

30,687 minutes of livestream footage watched in ten days

Impact

? The experience increased both brand favorable opinion and likelihood to buy:

50% of visitors report increased brand opinion, 55% report increased purchase likelihood

? Post show plans to visit dealership up 14% to 60%