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Challenge

Each year, Ford holds a series of ‘True Blue’ training events at the Henry Ford College, where it showcases new products and features to sales and aftersales staff from dealerships across the UK. We were asked to design one of these events to highlight two key vehicles in the range. A fresh and exciting ‘wow’ event that would not only guide and inform, but also inspire and entertain.

Solution

Working with a team of training delivery specialists, we created an innovative TV-themed experience, ‘Ford True Blue: Direct the Action’, which was all about empowering delegates to drive sales growth. Fun, interactive and highly memorable, the experience gave them a clear message to take back to their dealerships and all the tools they need to deliver on the ‘Direct the Action’ promise.

Success

Over nine days, more than 2,000 dealer staff took part in the experience, and their feedback was overwhelmingly positive. Upwards of 96% said it enhanced their knowledge of the vehicles and that they would apply their learning back at work. More than 86% said they thoroughly enjoyed the experience and would recommend it to others.