Ford calls on Imagination for Uefa Champions Festival

Imagination has created an interactive experience for Ford of Europe as part of the Uefa Champions Festival at Stratford City, taking place this week.

Imagination's Discover Ford experience
Imagination's Discover Ford experience

The agency said the Discover Ford experience, which stands at approximately 12,000sqm, will promote the new Ford Kuga and Ford Fiesta ST, and will include a ST skatepark and Ford Kuga test track.

It will be located at The International Quarter, the first time the site has been used since the Olympic Games last year, and will celebrate the impending Uefa Champions League final between Bayern and Dortmund at Wembley Stadium on 25 May.

The experience, which launches at 12pm on 23 May and will run until 6pm on 26 May, will include a special guest appearance from extreme rally drive Ken Block on 24 May in his adapted version of the Ford Fiesta ST.

Visitors to the Discover Ford experience will learn more about the technologies behind the Kuga model on Ford of Europe’s dedicated test track, while navigating a Champions League-themed obstacle course, run by a team of qualified instructors during the four-day festival.

Other activities will include a penalty kicking game, vehicle displays, photo opportunities and ST simulator.

Natalie Eldridge, account director at Imagination, said: "We wanted to push the boundaries at this year’s Uefa Champions Festival and provide a high energy, transformative experience for Ford that visitors won’t forget.

"With exciting new activations and special guest appearances, we hope that visitors will discover something new about Ford, experience some of their latest technologies and that we create a special and memorable experience, one to be shared with friends and family."

The Uefa Champions Festival is a free four-day football celebration and will host a variety of activities including skills clinics and competitions, organised by Uefa and its partners.

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