Ford of Europe has created a giant replica of the coveted International Van of the Year (IVOTY) trophy as the centrepiece of a new advertising campaign for the Ford Transit, winner of the 2007 title.
The giant 15.2-metre high structure was built on one of the special test tracks at Ford's Dunton Technical Centre near London, England and three full-sized Ford Transit vehicles were lifted into position high on scaffolding towers around the central motif to complete the picture.
Images of the trophy replica will be used online and in print and billboard advertising campaigns for Transit across Europe from the middle of April.
"We're very proud of the new Transit's status as International Van of the Year 2007, and we wanted to do something unusual with the award that has never been done by any previous winner," said John Fleming, President and CEO, Ford of Europe. "It is also particularly appropriate that we were able to create this impactful structure at Dunton, as our Transit development team is based there."
Imposing
At 15.24 metres high (50 ft) and 10.66 m wide (35 ft), the eye-catching and imposing replica trophy used 7.24 km (4.5 miles) of scaffolding, 2,895 m (9,500 ft) of timber, 360 sq. m (4,000 sq ft) of aluminium laminate, 1,500 bolts and more than 2,000 screws.
"The decision to build the structure on Ford's own land at Dunton proved to be of considerable benefit, both in terms of the length of time taken for the construction and de-rigging, and also in terms of cost, as we did not have to find and rent a suitable commercial space," explained Peter Fleet, Ford of Europe's director for commercial vehicle marketing, sales and service. "A team of 16 specialist builders took three weeks to build the main structure, and it was in position on site at Dunton for two weeks. Safety was paramount in its construction, and no vehicle or actor was placed into the structure before rigorous checks were carried out.
"The eye-catching advertising theme we created for the new Transit since its launch has featured a variety of typical owners doing their jobs without leaving the comfort of the model's new cabin," he explained. "This new ad continues that theme by showing three construction workers leaning out of their vehicles to construct the trophy structure.
"Transit remains Europe's top-selling medium commercial vehicle and sales in the first three months of this year are up 12 per cent on 2006," added Fleet. "We believe that customers are convinced by the new model's fresh new look and added features and technologies, plus the Transit driving experience that is second to none. The International Van of the Year award confirms they have made the right choice with Transit, and we want all of our customers to share our pride in that success."
Team Pride
While the prime purpose for the huge trophy was to generate new Transit advertising materials for use around Europe, Ford employees at Dunton also took the opportunity to enjoy the celebration.
Groups of employees were photographed with the structure and are able to download the images for their personal use. The trophy also features in the company's various internal communications media and includes a video clip that uses time-lapse photography to show the construction taking shape.
"The Ford Transit generates an enormous feeling of pride among the workforce at Dunton, and this structure certainly helped reinforce that," said Fleet. "Just seeing the award presented in such a dramatic way was a highly emotional experience for everyone and really brought to life our "Feel the Difference" brand philosophy" - Ford.
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