While other car and tech companies have been creating buzz with a parade of driverless car prototypes, Ford has been working on a more ambitious, longer-term AV vision: a full transportation ecosystem that engages tech companies, municipalities, businesses and citizens in the driverless future. To break through the noise and drive attention to Ford’s vision, we needed an approach that would allow the company to demonstrate how it looked and felt in a real-world situation. We needed to build something that would allow Ford to demonstrate how it would partner with urban planners, city services and businesses alike to make AV solutions that would grow the economies, improve urban life and still drive profitability for Ford. The MIAMI EXPERIENCE was designed to persuade the toughest audiences-- journalists and investors-- that Ford had the smartest plan for the driverless future: human-centric, community-based and viable as a long-term business strategy.

Ford needed to go beyond press releases to persuade press and investors that it must be included in any discussion about the self-driving future. We invited several dozen of the most influential to Miami, where we created a vivid, believable first-person experience that brought Ford’s full AV vision to life, along with providing direct access to Ford’s leadership and tech experts. This immersive ‘day in the life’ experience took place on Miami’s actual busy streets during the workweek, requiring the participation of city officials, county services, Miami residents and local businesses. We wanted to bring attendees through a multi-phased journey that painted a full picture of the self-driving world Ford is creating in partnership with cities like Miami, fully engaged in creating driverless cars, AV ride-hailing services and a range of digital support-- that will transform city life and business in the not-too-distant future.

Ford needed to challenge industry skepticism about its commitment to autonomous vehicles. The industry has been consistently underwhelmed by Ford’s AV announcements and perceived commitment. The only way to shift these perceptions: offer press a full immersion in Ford’s AV vision, with access to Ford’s team and partners alongside a vivid demonstration of how Ford see AVs working on actual city streets. We built Ford’s MIAMI EXPERIENCE to provide that first-hand, front-row exposure to how Ford, along with its Argo AI division, will partner with cities, businesses and neighborhoods to build an AV ecosystem. Ford played out its vision on the vibrant streets of Miami, demonstrating how consumer-centric safety and trust will drive the profitability and embrace of its AV plan. As one participant said, “Ford proved it was not only ‘in the game’, they might be LEADING it.”

Ford’s MIAMI EXPERIENCE simulated an AV-powered ‘day in the life” of a Miami resident, giving attendees first-person access to Ford’s AV plans and experts. This immersive journey allowed journalists and investors to travel across the city, in driverless Ford Fusions, stopping at transit hubs, Miami’s Wynwood neighborhood and its Frost Science Museum. Guests met with Ford’s AV leaders, including the founders of its Argo AI division. Attendees saw, first-hand, how Ford’s ride-hailing and food delivery apps would work in an AV-powered transportation system. The centerpiece: extended Ford AV rides on the busy streets of Miami (THE VERGE said, “The ride was a marvel!”) showcasing how city life will be enhanced by Ford’s safe, trustworthy AV tech. It built trust in Ford’s AV prospects and anticipation for its vision of a not-too-distant future propelled by robotic vehicles. One media outlet dubbed it “Ford’s mini-Westworld, created in downtown Miami”.

Ford’s MIAMI EXPERIENCE significantly shifted perceptions of Ford’s AV prospects. The influential CONSUMER EDGE RESEARCH reported that they now “believe Ford is among the LEADING companies...winning the race” on AV. Across the board, analyst reports and media coverage noted that Ford’s AV plan was thoughtful and comprehensive, especially versus industry hyperbole. Media coverage from over 140 outlets, including CNN, Bloomberg, CNBC, Fast Company and the Financial Times, cited Ford’s inventive and pragmatic real-world approach to its AV business, especially the impact on local economies and city life. In addition, over 58.5M+ social media impressions indicated a high level of enthusiasm for technology -- in rides and services-- that Ford brought to the Miami streets.