The Edge of the World, Ford
To launch the new Edge, Ford of Europe asked us to help them host the continent’s foremost lifestyle and automotive media at a dedicated product drive. We were tasked with creating a memorable, shareable experience that sparked conversation and clearly celebrated the car’s charismatic design, intelligent tech and perfect balance of performance and efficiency.
We took guests to the ‘Edge of the World’—a remote location in Östersund, Sweden, where they could experience the car in an environment like no other. From a visit to Sweden’s highest waterfall, to specially-created optical illusions, ice drives to fire-lit dinners, throughout their three day adventure our guests were wined, dined, surprised and delighted by a series of highly shareable experiences designed to showcase the car’s style, power and sense of adventure.
To ensure their memory of the trip lasted a lifetime, every
car was rigged with a go pro, providing each guest with a personalised edit of
their experience before they departed for home.
Our experience received overwhelmingly positive feedback
from the media and influencers in attendance, with many sharing images and
video on their own social channels. The media drive resulted in 341.3 million
impressions across European print, online, TV and social media channels
including key broadcasters such as Canale
Italia (Italy), Telecino (Spain) and M6 Turbo (France) as well as
publications including Auto Bild, Bunte (Germany) and Quattroruote (Italy.)