Introducing the All-New Ranger. Ford

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Introducing the All-New Ranger. Ford

Developing a global reveal event for Ford’s All-New Ranger

 

Challenge

To create a vehicle launch event that positioned Ford as the new market leader and changed perceptions about how trucks are built… and bought.

 

Insight

The All-New Ranger excludes 21st Century Built Ford Tough.

 

Solution

This was always more than just another vehicle reveal. The All-New Ford Ranger signaled the arrival of a truck which would set news standards in the light truck market.  The reveal needed to reflect the tough capability of the truck to media and dealers from over 10 countries.
 
With a seat on Ford’s launch strategy teams, Imagination worked closely with Ford, immersing ourselves in market and customer insights to ensure the launch concept matched the All-New Rangers 21st Century tough truck positioning. 
 
The event took place in one of Sydney’s most authentic industrial spaces, the Turbine Hall on Cockatoo Island. The show centered on a 40-foot 20 tonne-shipping container, illuminated in Ford blue.  Guests entered into an industrial soundscape with projection mapping onto he walls of the venue to bring the old shipbuilding hall into life.
 
To open the show, Australia’s toughest performers the world famous tap dogs, performed on a series of iron girders before they triggered the container to lift up into the air, spin around 180 degrees to function as a projection surface for the first portion of the event. 
 
At the moment of reveal the audience watched a 2 min launch CGI launch film created by Imagination demonstrating the capability of the All-New Ranger. Then dramatically the container span again lowering the All-New Ranger our of the bottom of the container to audible gasps from the audience.
 
Results
  • The launch event was mentioned over 430 times in media across Australia, New Zealand, South Africa and Asia. 
  • Ford’s dealers were confident of the commitment made to the Australian and Regional market. 
  • Among the comments received were “Best Ford event I’ve attended in 30 years” and “…beyond all expectations”. 
  • Imagination has since launched the Ranger in Thailand and South Africa as well as supporting Ford with the media drive event and technical deep dives in Australia and providing a suite of assets to support the 180 markets launching this product around the world.
  • The event won the Best Corporate Event category in the prestigious Australian Event Awards for best Corporate Event of 2011.