Marketing Design Awards: Automotive


Client: The Ford Motor Company

Agency: Imagination

COMMENDED Ford was keen to ensure that its tie-up with Universal on this year's Thunderbirds film would be more than a typical product placement deal, as the collaboration was to form a key element of the brand's marketing programme across Europe.

Ford handed Imagination the brief of creating an experience that would make a mark on its core family audience while linking with the film.

The result was launched at the 2004 Birmingham Motor Show. The solution worked across a range of marketing initiatives that included an interactive exhibition and stand, a dealership marketing package, press launch event and customer film.

The visitor experience at the motor show was the central focus - a recreation of Tracy Island , the fictional headquarters of the Thunderbirds team, complete with a deep blue lagoon and five tonne sandy beach.

The experience comprised 11 different Thunderbirds theme zones, each designed to incorporate props from the film as well as showcase Ford technology and products.

For example, in Brains' Lab, visitors were able to test out Ford's latest in-car technology while in the middle of a science-themed lab environment.

About 300,000 visitors attended the Thunderbirds stand during the nine-day show - beating the predicted levels originally set by Ford.


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