APRIL | REVIEW
Company premiered at the Frankfurt Motor
Show a range of new vehicles that will
help pave the way for electrified models to
outnumber combined sales of conventional
diesel and petrol models in just a few years.
Go Electric Marble Arch is a ‘brand
statement’ for Ford to multiple audiences
including press, influencers, consumers,
fleet and dealers.
Paul Cowen, client & experience strategy
lead EMEA Imagination, told Access:
“Launched at the Frankfurt Motorshow, ‘Go
Electric’, our immersive brand experience,
introduced guests to Ford’s new line-up of
electrified models whilst helping customers
understand how seamlessly they can step
into electrified vehicle ownership.
“Following the success of Go Electric 2019,
the European Go Electric 2020 immersive
tour evolved to become the platform for
the European launch of Ford’s all-new, all-
electric Mustang Mach-E,” adds Cowen.
Imagination are Ford’s strategic event
partner, and the company has worked
with them for 40 years. Working with Ford
Europe Marketing and PR, Imagination co-
created this pan European initiative.
“Ford will measure the success of this
event across multiple channels - from
earned media reach and sentiment to the
social reach of influencers and consumers
via digital assets, to footfall, interest and
ultimately sales too,” says Cowen.
The event involved close collaboration
with local authorities and bespoke audio and
visual elements.
“We created a collaborative and strategic
relationship with Westminster Council to
make the most of such an iconic venue and
also reflect the mobility agenda of both Ford
and the council.
“Following the success of Go Electric 2019,
the European Go Electric 2020 tour starts at
London’s iconic Marble Arch. The immersive
experience has been upgraded to celebrate
the European launch of Ford’s all-new,
all-electric Mustang Mach-E with a media
launch event opening the experience. The
reveal show contains a unique sequence that
sees the whole of London being electrically
super-charged to cue the unveiling.
“The reveal sequence designed for the
exclusive media preview will be replayed
twice an hour for public visitors, giving
them their own electrifying launch
moment.”
Go Electric 2020, which was free and open
to the public every day from 14-21 February,
was designed to get consumers excited
about electric vehicles and the future
of mobility using a range of interactive
exhibits and augmented reality experiences.
The highlight was ‘E-Launch’ – the ‘world’s
first’ electric acceleration simulator ride,
which launches visitors at a hair-raising
speed to simulate the thrilling acceleration
of the Mustang Mach-E.
The event was designed for visitors to
gain a deeper understanding of electrified
driving technologies, the benefits of going
electric and which vehicle is right for them.
“Our promise of ‘exciting electrification’
is exemplified by the launch of our
Mustang Mach-E. We have deliberately
chosen to innovate and leverage the power
of experience to take our message and
products to multiple audiences across
Europe,” says Anthony Ireson, director of
marketing communications Ford of Europe.
After its London showcase, the Go Electric
experience and the new Mustang Mach-E
embarked on a tour across seven iconic
European cities throughout 2020 including
Berlin, Paris and Madrid.
“The reveal show contains
a unique sequence that sees
the whole of London being
electrically super-charged to
cue the unveiling”
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