End to end design & delivery of the Ford Mach E Mustang activation.
Combining the freedom, performance and iconic character of the classic Mustang sports car, the Mustang Mach-E is Ford’s most exhilarating all-electric vehicle.
The collective objective for Ford Australia when creating any experience is to ‘Power your freedom to move with thrilling, rewarding experiences that connect and energise’ - by also demonstrating authenticity, effortlessness, passion & purposeful ingenuity. Taking these pillars further by extending brand behaviours through our experience by ensuring the activation and media launch event was modern, innovative, exciting, Immersive, exhilarating, inviting and physical and emotional brand cut through.
We Are Phoenix were engaged with a 5-week lead time to produce an immersive and impactful 10m x 10m activation along with an eagerly anticipated public media launch event to take place on Thursday 30th March 2023, which would then ultimately form the setting of an interactive activation that also helped launch the vehicle to the Australian public at the Formula 1 Rolex Australian Grand Prix 2023.
The 4-day activation included:
A hugely successful launch event and unveiling, including Daniel Ricciardo as the main drawcard to officially unveil the Mach E Mustang. Followed by a money can’t buy experience on the track.
The activation included;
Visited per hour, per day across the four days were attracted to our activation at the Formula 1 Rolex Australian Grand Prix
Daniel Riccardo joined the event for a live Q&A session, as he personally unveiled the new Ford Mach E Mustang
Our creative team had their work cut out for them, we proved we work great under pressure with only a 2 month lead time on design & delivery.
