Ford Australia Appoints Imagination as Principal Experiential Agency
The partnership will see Imagination grow their relationship with Ford Australia to support new vehicle launches, motor shows, media, dealer and customer events and sponsorship activation.
This win represents the latest milestone in Imagination’s relationship with Ford in Australia following their first collaboration in 2010, where at the Sydney International Motor show where both the Ford stand and the Global Ranger launch took home coveted Australian Event of the Year awards.
Imagination’s director in Melbourne Alistair Wilson said the insights, bold attitude of the professionals at Ford have been key to Imagination’s drive to challenge the status quo, and deliver work that works.
“This is a global partnership that reaches back many years, and our work with Ford Australia forms a key part of that relationship,” he said.
“Imagination’s approach is more than just an experiential, creative or activation agency. We combine the very best in creative to create experiences that help brands tell their story by placing ingenious technology and people at the heart of an experience.”
“Ford’s expectation of Imagination is for us to live up to our name, it’s a pretty cool challenge,” he added.
Over the past year Imagination delivered the hugely successful Smart Drive Experience for Ford across Australia, over 43,000 test drives have delivered a huge 32% uplift in consideration to purchase a Ford, and lifted ‘technologically advanced’ to the no. 1 phrase participants attributed to the Ford brand post experience.
Alongside their work for Ford, Imagination is the creative team behind Sydney’s New Year’s Eve Event, and the forthcoming ANZAC Centenary traveling exhibition. Last October, the team also created and produced the International Fleet Review Spectacular for the Royal Australian Navy on Sydney Harbour, an event proudly supported by Ford.
Imagination is the largest experience agency in Australia. With a team of 70 based in Sydney and 15 in Melbourne with plans to grow the team in Melbourne and move to new larger offices later in 2014.
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