Case Study: Ford reignites employee pride and advocacy with Imagination

Driving Ford+ Employee Programme

Ford, an automotive manufacturer, faced the challenge of reconnecting its employees and dealers to the brand's future vision through hands-on experiences, moving beyond static presentations. The vendor, Imagination, was tasked with creating a dynamic event to energize the audience about Ford's current lineup and future innovations.

Imagination designed and delivered a high-energy, hands-on event called Driving Ford+ at the Dearborn Proving Grounds for nearly 4,000 attendees. The solution involved driving demos, interactive tech showcases, and immersive storytelling. This resulted in 90% of attendees reporting an improved understanding of customer needs and 93% feeling more motivated to pursue skills development. The event also generated significant social buzz, achieving a 301k total social reach from employee posts.

Ford