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Imagination hits the right note for Ford Vignale launch

Events company delivers automobile company's launch at Geneva Autoshow, taking place until 13 March

Pictured: 100 Ford staff members formed a choir and sang Time is on My Side, as part of the Ford Vignale launch at the Geneva Autoshow

A 100-strong choir made of Ford staff members forms part of the launch that Imagination has put together for the automobile company at this year's Geneva Autoshow.

The global creative agency is helping Ford unveil its Ford Vignale at the autoshow, which is the culmination of two years' work as a strategic partner.

Ford's presence at the show has been designed to be an "epic experience", with Ford Vignale as the centrepiece, and includes the launch of 11 vehicles. Stand activations have been designed to convey the key pillars of Ford Vignale while a quality centre aims to tell the story of the time and attention that goes into making a Ford Vignale. This is complemented by Time Well Spent, where visitors can enjoy a meditative experience in relaxation pods.

At a press conference, the Ford Vignale Choir sang the Rolling Stones' smash hit Time is on My Side.

Natalie Tyson, account director at Imagination, said: “Ford Vignale is more than a car; it is an end-to-end premium mobility experience. Our brief was to strategically push experiential design to the limit ensuring we designed and delivered a brand with experience at the heart and at every step of the purchase journey. We’re confident the work will launch the highest expression of the Ford brand and help change car preference and opinion through experience rather than just product.”

Alongside the Geneva Autoshow, which runs until 13 March, Imagination has also helped Ford Vignale establish a presence at Geneva Airport, offering services like massage treatments and gift-wrapping.

Since signing on with the Ford Vignale brand in 2014, Imagination has also helped develop and roll out brand its brand identity; design and deliver the Vignale Lounge, a shopping experience across 500 Ford stores and more.

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