Pico was recently entrusted with the task of creating a ‘talk of the town event’ for Ford Thailand which would introduce, launch and generate healthy initial sales for the new 2015 Ford Ranger truck. Ford wanted to give Thailand an incredible experience which would showcase the strengths of the new vehicle and accelerate across-the-board awareness of the Ford brand.
An added impetus for our team was that it had been five years since we last worked with Ford, so this event provided an excellent opportunity to reconnect with this valuable client. Delivering turnkey concept, design and event management services, on a ‘Built Ford Tough’ theme, the guests were treated to a spectacular stunt show which blended stunning stunt driving and live performances with striking visuals and music from a full orchestra. A particular highlight was a scene where the Ford Ranger pulled a giant 40 ft. container. We designed every element to create immeasurable excitement and further engagement to successfully energize the Ford brand and the new Ranger.
The two-day sales event also included five test drive stations in the performance area which allowed our guests to experience professional stunt drivers behind the wheel of the Ford Ranger. The thrilling event, held over 5,000 sq. m. at Bangkok’s EZ Park attracted 800 visitors to the launch and a total of 2,700 guests to the sales event. Most importantly, 525 new Rangers were sold, a highly-satisfying figure for both Ford Thailand and Pico.
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