Case Study: Ford Live

Ford Edge hosted its first ever Ford Live event in July, with the support of Motiv8 Training.

The event

To launch the New Ford Edge, Motiv8 were selected to create the first ever ‘Ford Live’ event. Focused around the introduction of the new vehicle, which will sit at the peak of Ford’s SUV range, the ‘Ford Live’ event needed to evolve and improve on previous events. Alongside this, the brand needed to embody the spirit of the Ford ‘Unlearn’ marketing campaign, which is designed to encourage both customers and staff to forget the preconceptions they have about the brand and open their minds to moving forward.

Solution

The first step in addressing the objectives was to create an event that could showcase the design, engineering and off-road capabilities of the Ford Edge for 2,000 delegates over eight days. The chosen venue was Millbrook Proving Ground.

Alongside this, Motiv8 had to ensure complete understanding of the ‘Unlearn’ concept and create an event that veered away from traditional powerpoint presentations. Firstly, the event used a staggered start system. Delegates were assigned a group for the day according to their arrival time. This allowed the group to start the day whenever that group was filled, enabling the smooth running of the event.

Brand Ambassadors led a specific group, and were pivotal in ensuring the day ran smoothly, staying aware of session timings and building rapport with their group. They were also there to take photographs of their group enjoying the innovative sessions and encouraged participants to share these via social media. The agency and brand created four independent and highly interactive learning zones, where the team could transfer information and excitement about the new vehicle. These included the Design Zone, the Challenge Zone, the Off-Road Zone and the Urban Zone.

In addition to the learning zones, delegates had two visits during the day to different routes of the ‘Technology Tunnels’. These consisted of a purpose built maze, which created a unique space for exploration and self-discovery. Once briefed by their trainers, the delegates explored alcoves and tunnels by torchlight, greeted at different stages by exhibits containing informative props, images and videos explaining the technological features of the vehicle. This was followed by a debrief discussion to ensure understanding. 

Feedback

Post-event evaluation forms showed the delegates were impressed with the event, with many describing it as ‘the best ever’.  Meanwhile the Net Promoter Score showed a 90% satisfaction score.

Mark Jones, manager of dealer training for Ford UK, said: "Motiv8 delivered a memorable and effective event by successfully combining faultless logistics, a creative approach to delegate learning and infectious enthusiasm across the whole team. The result was a launch training event, which far exceeded the brief of launching a new vehicle by facilitating discovery and learning in an entertaining environment. Dealer sales colleagues left the event with a detailed knowledge and positive attitude towards the New Ford Edge. This has translated into a good sales performance, with profit and revenues above expectations."

More case studies:

Case study: Jaguar Land Rover appoints SPARK THINKING 

Case Study: Costa visits Woburn Safari Park

Case study: Experian's Center Parcs away day

Case Study: Procurement Leaders World Procurement Congress and Awards 2016

• For more case studies, as well as features and breaking news, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Oman to welcome IGRC in 2020

Oman to welcome IGRC in 2020

Sultanate to host the International Gas Union's 16th International Gas Research Conference at the Oman Convention & Exhibition Centre.

Events company faces legal action from makers of video game Fortnite

Events company faces legal action from makers of video game Fortnite

Epic Games issues claim against Exciting Events after widely criticised event in Norwich.

Diary of a delegate: Beautiful Bergen

Diary of a delegate: Beautiful Bergen

A three-day account of the C&IT A-List FAM trip, in partnership with Visit Norway.

Case study: Space to Breathe wellness event

Case study: Space to Breathe wellness event

Center Parcs hosted a wellness event for clients including MIA, Experian and the University of Nottingham.

The future of event feedback

The future of event feedback

A look at how new technology is changing the nature of feedback for event planners.

SevenEvents hires new project manager

SevenEvents hires new project manager

Jade Davies joins from Touch Associates and her new role will include developing client relationships.

Cievents VP talks US market trends, challenges and opportunities

Cievents VP talks US market trends, challenges and opportunities

Alison Howlett, vice president of live events, talks about creating business opportunities, US trends and popular destinations.

Case study: PPA Festival at Tobacco Dock

Case study: PPA Festival at Tobacco Dock

The Professional Publishers Association held an education festival in May 2018 with guest speakers including politicians and actors.

New director and event coordinator for Pure

New director and event coordinator for Pure

Agency promotes client services director and hires event coordinator to strengthen the team.

Loganair to take over cancelled Flybmi routes

Loganair to take over cancelled Flybmi routes

Glasgow-based company Loganair has stepped in start flying five of Flybmi's routes from next month.

LATEST JOBS