One Minute with... Dan Jones, Ford

Dan Jones, product communications manger for Ford of Europe, reveals the thinking behind the brand's recent digital campaign for Ford Galaxy.

Dan Jones of Ford on the recent Ford Galaxy launch
Dan Jones of Ford on the recent Ford Galaxy launch

Ford worked with Imagination to deliver its first digital-only car launch campaign this month. As part of the project, Ford created a video for YouTube of illusionist Darcy Oake performing a magic trick with the new Ford Galaxy.

The video shows a group of volunteers on a moving truck, before a curtain wraps around the truck and a Ford Galaxy car appears with all the people sat inside. Event spoke to Dan Jones to find out more.

Why did Ford partner with an illusionist for this campaign? 

There is something so intriguing about magic and illusion and Darcy is one of the best illusionists around. We wanted to challenge him to make our all-new Galaxy appear out of thin air. And, at the same time, magically transport everyone into ‘First Class’ from the trailer into the car – a tough feat, even for him.

What were the objectives of the campaign?

We knew that we wanted to unveil the new Galaxy in the digital world, and also to create a piece of visually gripping video content for this much loved people mover – one that would ‘wow’ both Ford fans and Darcy Oake fans.

What messages did you want to communicate about the Ford Galaxy?

That the all-new Ford Galaxy people mover delivers first class travel for seven with practical innovations and unbeatable flexibility of its seven-seat layout, which lowers and raises seats at the touch of a button. We wanted to showcase the first class travel option of Galaxy and encourage those watching to ‘upgrade to first class.’

What was your reason for not doing any experiential activity for this launch?

We have never done a fully digital unveil of a new vehicle and it felt like the right time to focus on providing exciting and engaging content to fans across our social channels ahead of announcing it via a traditional press release to media.

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