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As one of a series under the ‘Henry Ford Academy’ umbrella, Ford asked us to develop a flagship training event for salespeople and aftersales staff to highlight its C-Max, Grand C-Max and S-Max models. With delegates attending a number of similar events each year, our challenge was to come up with something fresh and engaging. Something that would capture their imagination and inspire them to sell these models with confidence and conviction.


Working with training delivery specialists, we created our innovative ‘Inside the Mind of Max’ event at the Bruntingthorpe Proving Ground. The opening presentation, in a ‘Top Gear’ format, was followed by a wide range of interactive sessions which introduced delegates to the product range and gave them a clearer insight into the key motivators of a typical customer – Max. We also created a dedicated Facebook page and Twitter feed, and encouraged delegates to share their experiences on the day, so colleagues not attending could engage with the content too.


Over nine days, around 2000 dealer employees took the part in the event, and their feedback was overwhelmingly positive. 90% said they’d recommend it to colleagues. Ford itself was particularly impressed with the cohesive theme, the comprehensive communications we created and the organisation, delivery and work ethic of our team on the day.

“A fascinating concept that took the audience to a whole new world of appreciating customer needs. We wanted to startle the audience with new ways of appreciating how customers think and feel. Max did it, perfectly”

Matthew Warrener, Lead Product Consultant of the Henry Ford Academy