Case Study: Ford drives EV engagement and lead conversion with Imagination's Go Electric experience

Ford drives EV engagement at Munich Mobility IAA with Imagination

Ford, the automotive manufacturer, faced the challenge of standing out at the Munich Mobility IAA auto show amidst strong competitors with larger investments. Their goal was to shift from a passive exhibit model to create a high-impact brand moment that would generate talkability and, most importantly, convert high footfall into a pipeline of qualified leads and test drive bookings. To address this, they partnered with vendor Imagination.

Imagination implemented a dynamic "Go Electric" racing game, replacing static displays with a hands-on experience where visitors could race miniature models of Ford's electric vehicles on a bespoke track. This participative strategy attracted large crowds and successfully turned observers into active participants. The activation engaged thousands of participants, achieved a significant lead conversion rate, and resulted in hundreds of test drives being completed, exceeding Ford's commercial objectives.

Ford