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.
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.
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."
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