OK…let me start with the facts—my client’s product:
- Looks great
- Has leading edge technology
- Is fun-to-drive
- Best in-class gas mileage
- AND, there’s room to seat 7 comfortably
Now, that’s a lot of highly promotable features to work with for a product launch. And, whenyou top it off with the new “Be Unstoppable,” tagline which is seen as more of a mantra that captures the spirit of the product—fasten your seat belt folks—we have all of the key elements for a memorable brand experience campaign.
The question then becomes…how do you capture the emotion of this new brand positioning?The answer is through music. If music makes people feel good, can you imagine…how good people will feel listening to it while they’re driving in the all-new 2016 Ford Explorer Platinum…that has—you guessed it…premium concert hall quality Sony sound.
This exciting concept came alive on Friday, October 23rd, when JGK was one of the partners with Ford of Canada, Sony U.S. and Sony Canada, who hosted an event at the Sony Centre in Toronto. Guests included GTA dealers, customers, executives, Ford and Sony employees and media from across Canada. Guests were given the opportunity to see, feel, and hear the superior quality of the Explorer Platinum with the grand finale being: a VIP reception, meet and greet, followed by free concert in the Sony Centre’s concert hall. The band to take the stage was Toronto’s own MAGIC!
It was a little hectic—here I am with my team making sure everything is in order before show time.
I love this next pictures because it really captures the essence of the evening. It certainly doesn’t get any better than a historic concert hall setting with a live band performing and, there’s your client’s vehicles right up on stage with the band.
Here’s a shot inside the lobby of the Sony Centre—what a stunning venue inside and out.
I’d like to conclude by saying, the Oxford dictionary defines music as “vocal or instrumental sounds (or both) combined in such a way as to produce beauty of form, harmony, and expression of emotion.” Therefore, one can see why music is a key ingredient in an experiential marketing campaign. When one of the products features is a premium sound system…look out! the combination is unstoppable.
As you can see from the pictures this was such a great event! Unfortunately, what the pictures don’t capture is the exceptional quality of the all new Ford Explorer’s Sony sound system.