It’s been quite a year here at Mansfields! As our relationship with Ford continues to grow, we’ve been lucky enough to be involved with some of the most prestigious automotive events.
For the European media launch event for Ford’s new large SUV, the Edge, Mansfields was asked to come up with a different approach to presenting the technical story of the new model to the attending media guests. Instead of the usual technical presentation that media guests would traditionally attend prior to dinner during the 24-hour event, the brief was to encourage attendees to “self-discover” the story of the new Ford Edge during their first day of driving at the coffee stop half way around the drive route in the Munich area of Germany.
Mansfields created a stand-alone structure in the grounds of the coffee stop, Schloss Hohenkammer, inside which guests could explore the different aspects of the Ford Edge story. At the centre of the 25m x 15m squared structure was a Ford Edge display vehicle that Mansfields had sectioned in various areas to show the key body and drivetrain elements.
Around this, several areas containing exhibits and touch-screens provided a wealth of information about the car’s design, safety technology, comfort and driver assistance features which included short video interviews with technical specialists. Additionally, guests were invited to experience a Virtual Reality drive in the Edge through a landscape that meant they could learn about key vehicle features. This experience was featured on the Ford stand at the Geneva Motor Show earlier this year.
A Ford Vignale lounge was also created inside the structure where refreshments were served, and the yet-to-be-released Ford Edge Vignale model was put on display.
In all, over 500 guests from more than 21 European countries went through the facility over a three-week period. As well as automotive journalists, visitors included several groups of lifestyle media. Adopting this approach, and having numerous Ford product spokespersons available for dialogue, guests could determine for themselves how long to spend in the facility, and it’s pleasing to report that the majority of guests did take the time to look at all of the exhibits and touch-screen content during their break at Schloss Hohenkammer. Evidence of the information from the various content areas is already appearing within the numerous articles appearing online and in print about the all-new Ford Edge SUV.
Images courtesy of Chris Glover