Imagination has created an “in-depth brand experience” for motor company Ford in a disused Berlin factory alongside the River Spree. The event is to be used as a template for Ford’s future business communications strategy, as it aims to become “the most prestigious volume brand”.
Codenamed project Aurora, the experience is aimed at fostering a closer relationship between Ford and the network of dealers which sell its cars. Teams of dealers from around the world attend presentations which brief them on Ford’s approach to branding and give them a chance to drive the new Cougar and Focus models.
Ford is concentrating on four product elements – design and packaging, driving dynamics, ingenuity and accessibility – which form its “brand DNA”. This is represented by a double-helix identity created by Imagination. The UK alone has approximately 900 Ford dealers.
Around 100 000 visitors, all connected to Ford or its dealers, are expected at the centre. Ford has taken over an entire Berlin hotel to accommodate them.
“Our ultimate aim is to become the most prestigious volume brand,” says a Ford spokesman. “Ford wants to be the sort of brand you would want to talk to at a party.”
Imagination developed the interiors concept and presentations for the centre, and was responsible for sourcing the venue. The initiative is to be used as a template for future model launches.