Case study: Ford's Unlearn Performance stakeholder event

Automotive giant Ford held a two-day drive experience for its stakeholders at Silverstone in Northamptonshire earlier this month, run by agency Imagination.

Objective

Crafted to support Ford of Britain’s ‘Unlearn’ campaign, the Silverstone drive experience on 6 April was designed to offer delegates the opportunity to see Ford performance in a new light, ‘unlearning’ what they may have thought they knew of the brand’s performance offering, by gaining hands-on knowledge right from the driving seat, instead of from the sidelines. Almost 400 stakeholders were invited to the product showcasing event.

Solution

The agency helped guests to test drive the Ford Focus RS and Ford Mustang on the Silverstone circuit, where they received performance driving tips from instructors. Delegates also enjoyed meet-and-greet sessions with Ford Chip Ganassi Racing Team driver Marino Franchitti and a behind-the-scenes tour of the Silverstone Wing, where they got up close and personal with some heritage performance vehicles from the Ford Heritage Collection.

Demonstrations, from precision driver Paul Swift and his team, showed off the features of Ford Mustang and Ford Focus RS. Guests also experienced the Ford Ranger’s capabilities in an special off-road course. This was followed by a series of evening programmes including presentations, dinners, and a keynote speech from Fran Millar, director of business operations and head of winning behaviours for Team Sky – to mark the start of the team’s multi-year partnership with Ford.

Verdict

David Girling, Imagination’s business head for the Ford account, said that overall feedback was extremely positive, with delegates enjoying the 'unlearn' experience. "Arriving as stakeholders, guests left as Ford Performance fans, and advocates of the brand’s vehicle range – letting go of what they thought they knew of Ford before, feeling the story, testing the cars… and living the glory. It was testament to the hard work of a great team of people."

More:

Imagination appoints Foffani for Ford acccount

Case study: Shell wows its workforce

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