The All-Electric Ford Explorer Irish Launch

The Explorer is the first model from Ford’s transition to an all-electric line up of passenger vehicles. The mid-size SUV is the flagship of that new strategy, and is sure to take on the mantle as the Blue Oval’s most popular model. Its launch here was a crucial first step in informing Irish motorists about the vehicle’s arrival on the market.

To assure secrecy, we arranged delivery of the vehicle to Dublin in a ‘covered in’ transporter to guarantee the vehicle would not be spotted until its official launch.

The launch venue we chose was the Digital Hub, apt for such a high-tech new model. The venue is also very practical in that it had sufficient parking and great public transport links for attendees. The elevated Ford Explorer on display at the entrance to the Digital Hub, together with the specially commissioned branded backdrop, created quite a stir in the area, with many members of the public coming up to the car to admire it and take pictures of it.

A strong mix of motoring and lifestyle journalists was invited. In addition, we also invited a number of online influencers who gave the launch an organic boost on social media. Each guest received a tailored Explorer-branded orienteering compass to encourage them to do their own ‘exploring’.

Working with the Ford product team, we devised a three-hour event with presentations to highlight the company’s vision for this unique vehicle. The resulting coverage from 23 news articles had a reach of 3.2 million, in addition to the 50+ social media posts highlighting the launch event.