Ford reappoints Imagination as principal experience agency

SpinX8 · 22-09-2014, 10:13 AM

Press Release:

IMAGINATION has been reappointed as the principal experience agency for Ford Australia, following a competitive pitch.

This win represents the latest milestone in Imagination's relationship with Ford in Australia

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.

Says Wilson: "Ford's expectation of Imagination is for us to live up to our name, it's a pretty cool challenge."

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.

The partnership will see Imagination grows its relationship with Ford Australia to support new vehicle launches, motor shows, media, dealer and customer events, sponsorship activation, strategy, digital, film and motion graphics production, social media, retail design and the retail customer experience coveted Australian Event of the Year awards.

Says Wilson: "This is a global partnership that reaches back many years, and our work with FordAustralia forms a key part of that relationship.

"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."

Alongside its 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.

Highlights of Imagination's work for Ford Australia 2010 to 2014:

http://youtu.be/4Dj1UKKFC3Y

csv8 · 22-09-2014, 10:34 AM

Lets hope they do a great job with the FGX..NO finger walking!!!

simon varley · 22-09-2014, 11:19 AM

what the hell is an "experience agency"?

Alan D Segal · 22-09-2014, 11:20 AM

Quote:

Originally Posted by SpinX8

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.

I 'considered' buying a Great Wall once. For about 5 seconds.

**GasoLane** · 22-09-2014, 11:52 AM

Quote:

Originally Posted by simon varley

what the hell is an "experience agency"?

Sounds like it's Management speak for Advertising Agency to me.

Hawkeye84 · 22-09-2014, 12:09 PM

Quote:

Originally Posted by GasOLane

Sounds like it's Management speak for Advertising Agency to me.

Not necessarily.

Experiential agencies deal more with one on one experience activities with end users - trade shows, sponsorship events, launches, promotional campaigns, etc.

Advertising agencies deal with Advertising: Buying media space, creative (print, online, TV), editing, voice overs, etc.

PR Agencies traditional deal with matters of the media/press, communication, social media

Imagination, from viewing their corporate website looks like a jack of all trades. They are more of a Marketing agency than just an experiential one.

They've basically kept with an agency that also look after Ford globally, there will be alot more synergy with global campaigns and will make things alot easier

Trump · 22-09-2014, 01:32 PM

Quote:

Originally Posted by Hawkeye84

Not necessarily.

Experiential agencies deal more with one on one experience activities with end users - trade shows, sponsorship events, launches, promotional campaigns, etc.

Advertising agencies deal with Advertising: Buying media space, creative (print, online, TV), editing, voice overs, etc.

PR Agencies traditional deal with matters of the media/press, communication, social media

Imagination, from viewing their corporate website looks like a jack of all trades. They are more of a Marketing agency than just an experiential one.

They've basically kept with an agency that also look after Ford globally, there will be alot more synergy with global campaigns and will make things alot easier

So more of the same crap... wheeeeeeeeee!

Hawkeye84 · 22-09-2014, 03:43 PM

Quote:

Originally Posted by Loud_Noises

So more of the same crap... wheeeeeeeeee!

"32% uplift in consideration to purchase a Ford" - if they can do this for every campaign across the Ford products then yeah i would take the "more of the same crap" any day!

And when i mean "more of the same crap" - i mean thinking outside the box and not wastfully using TV adverts and V8 supercar sponsorships as a means in getting bums in Ford seats

Bossxr8 · 22-09-2014, 04:52 PM

Quote:

Originally Posted by SpinX8

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.

Fiesta is down, Focus is down, Mondeo is down, Falcon is down, Territory is down, Kuga never even took off to start with and Ecosport is getting hammered by Trax. It's really working well

Only thing doing well is Ranger.

Smoke Pursuit · 22-09-2014, 04:58 PM

And light trucks will always sell themselves.

Smoke Pursuit · 22-09-2014, 05:08 PM

Quote:

Originally Posted by Hawkeye84

"32% uplift in consideration to purchase a Ford" - if they can do this for every campaign across the Ford products then yeah i would take the "more of the same crap" any day!

And when i mean "more of the same crap" - i mean thinking outside the box and not wastfully using TV adverts and V8 supercar sponsorships as a means in getting bums in Ford seats

Well its not working... Ford dealers are horrendous dirty places to visit. If Ford is serious about going forward in Australia and staying in the top 10 they need to reinvest in their dealer network. Dealers have lost touch and started to multifranchise which has done nothing for the Ford brand. Most dealerships are set up as Satellite dealers now, smaller, less cars, less service bays, none of which gives you much confidence when you go to them.

Holden and Toyota on the other hand have much better dealerships. You only have to look at Motorama Toyota and Holden at Moorooka in QLD. Theres no comparison between these 2 and the nearest Ford dealership (Denmac Ford).

I think Bob Graziano needs get out on the road and look at the dealerships marketing his brand. They are disgusting! If it were me I would be taking dealerships back because Franchises just arent working, especially the small family owned ones.

SpinX8 · 22-09-2014, 06:01 PM

@Smoke Pursuit

Watch this space - Ford are focusing on their dealership experience. Early days but they are listening and making the investment and effort.

http://www.carsguide.com.au/car-news...3#.VB_WYSuSw58

usernametaken · 22-09-2014, 06:18 PM

Quote:

Originally Posted by Hawkeye84

They've basically kept with an agency that also look after Ford globally, there will be alot more synergy with global campaigns and will make things alot easier

read.. cheap. ;-)

mik · 23-09-2014, 12:49 PM

Its dog eat dog out there between car companies, to be on the top of heap the subtle approach wont , they need to be better in every single area.

csv8 · 24-09-2014, 12:04 PM

Trax might be beating Ecosport , I checked it out its not value for money compared to Trax.
Look at what Trax comes with, bigger touch info screen, more tech, etc etc I know, some here are Luddites but tech sells!!!! The 1l engine I have doubts about, might be a ripper but lifespan ???? Cann't see how the engine will last beyond 150k kms...I hope I am wrong...Time will tell...

**DFB FGXR6** · 24-09-2014, 06:09 PM

Quote:

Originally Posted by csv8

Trax might be beating Ecosport , I checked it out its not value for money compared to Trax.
Look at what Trax comes with, bigger touch info screen, more tech, etc etc I know, some here are Luddites but tech sells!!!! The 1l engine I have doubts about, might be a ripper but lifespan ???? Cann't see how the engine will last beyond 150k kms...I hope I am wrong...Time will tell...

I has a strong cast iron block in its favour though....