Ford Motor Company is a global company based in Dearborn, Michigan. The company designs, manufactures, markets and services a full line of Ford trucks, utility vehicles, and cars – increasingly including electrified versions – and Lincoln luxury vehicles.
In 2020, Ford of Greece inaugurated its first retail experience store located within Greece's largest shopping mall, The Mall Athens. This innovative retail space provides visitors with the opportunity to explore the latest car models and even participate in test drives. In a bid to elevate the overall customer experience, Ford of Greece collaborated with BNDB, recognized experts in crafting exceptional "shopping experiences."
In partnership with BNDB, a unique retail experience was conceptualized, including a pioneering "phygital" activation called "WoW My Future Car." This activation invited children from all over the country to unleash their creativity and design the most imaginative car concepts, which they could then share with their friends. The competition unfolded in both physical and digital realms, with a dedicated web application facilitating the online component.
Each child had the chance to upload their artistic creations, and visitors to The Mall Athens could cast their votes for their favorite car designs. The response to the contest was nothing short of extraordinary, as "WoW My Future Car" garnered over 10,000 entries and votes from across Greece in just under a month.
This "phygital" activation played a pivotal role in Ford of Greece's efforts to draw more visitors into the shopping center while fostering a more immersive and distinctive interaction between the brand and its end consumers.