Like most major car manufacturers, Ford GB attends the Goodwood Festival of Speed to showcase the latest vehicles, engage with members of the public and promote their brand. The event is one of the most important in the global motoring calendar each year, attended by 150,000 car enthusiasts.
For many years, Ford has been one of the most interactive and exciting stands at the event, as they pride themselves on finding new ways to engage with the public. In order to keep things fresh for those visiting the event, they have always had a new theme and attraction at the stand each year.
TheAirBag.net was approached by Ford as a speculative enquiry to see if there was a way of utilizing our LandSafe airbags on the stand, to reinforce the 2016 brand message of “Let go of what you know!”
Ford wanted to encourage visitors to open their minds to new ideas, and let go of any pre-conceptions about the brand.
We met with the Ford marketing team and discussed using the airbag as a new activation for the stand. They were excited by the concept so we went to the next stage of a test day with the marketing team and senior executives from Ford GB.
The test day enabled all decision-makers to try jumping from different heights and to consider the balance of height vs. throughput for best results at the event.
The activation was named “The Leap” to tie in with the “Let go of what you know” marketing and an aerial camera was introduced to capture each participant’s experience.
The team settled on one jump platform at 4.5m, which offers a great balance between an exhilarating experience and reducing hesitation, which can cause queues to build.
In addition, the AirBag was custom branded to reflect the marketing messages of the activation and all staff were given branded clothing.
The activation was a huge success with around 1,500 participants safely completing “The Leap” each day. Queues were kept to a minimum and everyone received a laminated photo on a lanyard.
In the words of Ford’s Advertising & Experiential Manager:
“What a team!! YOU ROCKED!!!!
Thank you for delivering an outstanding display of what the Ford brand represents and providing a customer experience, which was second to none.
Through, rain and shine and more rain and mud, you built, delivered, represented, talked, leapt, drove and packed away as part of the best team in the business.
Well done to everyone of you, I hope you’re recovering well from the experience and that you feel proud of your achievement – you should!
On behalf of Ford Motor Company and myself – a huge thank you!”
After the huge success of this event, which saw Ford deliver one of the most popular stands at Goodwood, we were booked again for the following to provide a similar experience.