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Challenge

As part of its ‘True Blue’ training series to inform, educate and engage the people who sell its commercial vehicles, Ford asked us to deliver a brand new training event, focused on its Transit range. It needed to be both a celebration of the new product and an immersive learning experience that communicated Ford’s brand pillars – Quality, Green, Safe and Smart – whilst exploiting the sorts of technologies that differentiate Ford in the marketplace.

Solution

Linking into Ford’s consumer message that Transit is the ‘backbone of business’, our ‘Business Builders’ event gave delegates everything they needed to boost their own sales. Leveraging the Transit TV Commercial, we created a variety of ‘It’ themed sessions to bring the content to life - from ‘Play it’, a giant board game which tested delegates’ product knowledge, to ‘Drive it’, where they got to experience the vehicles on the road. Together, they made for a varied, dynamic and engaging day.

Success

500 dealer staff took part in the event and gave it an average score of 8.2 out of 10. 93.5% enjoyed the overall experience and 91.9% said they would recommend it to others. Perhaps more importantly, the vast majority agreed it was a positive learning experience. Some 90.85% said they’d learnt something at the event that they would apply in the workplace.