Imagination designed and delivered an event for Ford of Europe for more than 2,000 people, aimed at marking a ‘significant direction’ change for  the car giant’s business strategy in Europe.

The event, held at the Ziggo Dome in Amsterdam,  was used to launch a full range of vehicles under Ford’s new brand promise ‘Go Further’ and reveal its new product acceleration in Europe. Imagination was tasked with bringing together more than 2,000 Ford dealers from all across Europe, employees and 300 members of the press. The event was streamed live in seven languages via the purpose-built website www.gofurtherlive.com, and an additional ‘as live’ stream was also made available in a further 10 languages. The aim was to reach an audience of up to 100,000 people.

Imagination designed and produced the event's staging and content. This included an auditorium with a 35m wide screen and six support screens, and the ‘showroom of the future’ – a representation of the new Ford retail space and future model line-up. The agency was also responsible for arranging travel and accommodation for those attending the Amsterdam event.

David Girling, group board director and Ford business head, Europe, at Imagination, said: “When planning and designing this event, the decision was taken to create a simple but dramatic stage production to showcase the new products. The true stars are the Ford brand, the products, technology and, of course, the Ford people. This event provided an opportunity to inspire a wide audience of people by bringing them into direct contact with the products and the Ford brand.”

Pictured: The event in Amsterdam