Productivity ELEctrified
Ford Pro doesn’t just sell vans and trucks. They sell an ecosystem of Software, Charging, Service, Finance and yes, Vehicles. All designed to maximise productivity and uptime.
After years of customers simply buying van's, when launching the all-electric successor to Europe’s best selling van, ensuring the story encompassed the whole of Ford Pro’s ecosystem and not just the metal was the challenge. The solution? An immersive day-in-the-life experience of a small business using every element of the ecosystem and where the new E-Transit Custom fits within it.
Telling a story of a day-in-the-life of a business user of Ford Pro products in a long, thin space was a challenge. Firstly wrapping the entire experience with a visual identity, then dividing the space up into immersive ‘sets’ allowed us to tell a story over time with the audience moving through them.
In the opening plenary zone we meet real Ford Pro customers via video before introducing the vehicle.
A large sliding door opens, and the van proceed through to a job-site. The audience follows through as the story continues. Here topics including connectivity and software come through.
In the final set it’s the end of the working day - the driver arrives home and plugs in the van to charge. Messaging around charging and financing are covered here.
The use of real customers in the storytelling was essential to demonstrate the benefits of Ford Pro. To that end we worked with three key businesses, Frio - an Air conditioning company, Heidinger - a bakery and Heafner, a heating & sanitary company. All three were located close to Frankfurt, and the venue - Raumfabrik.
Around 100 pieces of video were used to the support the presented and narrated storytelling as the audience moved through the space. This story was all to setup the media and fleet drives that followed, allowing guests to really experience the entire Ford Pro ecosystem, and not just the metal.