The experience for Ford of Europe will showcase the new Ford Mondeo Vignale Concept and Ford S-MAX Concept vehicles, which represent the company’s vision of modern luxury.
Both car models were revealed at an exclusive preview event, which took place on 27 and 28 August at the Langen Foundation near Dusseldorf in Germany. Ford’s senior management and design teams hosted more than 100 media representatives as part of the event.
At the Frankfurt Auto Show, Imagination created the Vignale Lounge where visitors can find out more about the car models by browsing, in dual languages, iPad magazine-style content about the vehicle’s strategy and the company’s ‘time is precious’ proposition.
The lounge is surrounded by a curtain installation, which visitors will have to walk through to enter the experience, as well as featuring dramatic lighting.
The new S-MAX Concept vehicle will have a central location on the stand and it will be supported by a giant LED screen, which will showcase various films including a new S-MAX video created by Imagination.
Ford’s EcoBoost engine and SYNC integrated in-vehicle communications and entertainment system will also feature at the show, as well as a number of electric vehicles including the Ford Focus Electric car.
Other activations taking place include the experience EcoBoost air-blaster, where photos will be posted to Flickr and the UEFA Champions League trophy display.
A social media hub will feature two Twitter feeds, in English and German, and a live blog, competitions and giveaways. Social listening command screens will also engage with petrol head visitors on the ground and show live what they are talking about and what is trending.
Natalie Eldridge, account director for Ford of Europe public affairs at Imagination, said: "We wanted to create a news conference fit for Ford’s new premium offer. So we moved away from the performance-focused conferences we have delivered recently, and this time we created a sophisticated, understated conference, which made the most of the Vignale curtain installation as the perfect reveal mechanism.
"Our focus was on creating subtle, yet impactful screen content and supporting sound track to allow the vehicles to speak for themselves."
Imagination has also designed and produced Ford’s press conference, due to take place today (10 September), which will feature both the S-MAX Concept and Ford Vignale. The conference is expected to attract approximately 300 international automotive media.
Imagination built Ford's "biggest ever" exhibition feature for the Frankfurt Motor Show back in 2011, which featured a 6,000sqm stand, covering both indoors and outdoors.
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