Ford Mach-E Mustang Launch, Australian Rolex F1 Grand Prix.

Ford Australia & Ogilvy
F1 Grand Prix Melbourne, Australia
What we did

End to end design & delivery of the Ford Mach E Mustang activation

1200 visitors per hour across the four days
One of the most visited activations at the Australian Grand Prix
Ford Mach-E Mustang Launch, Australian Rolex F1 Grand Prix.

About the Project


Combining the freedom, performance and iconic character of the classic Mustang sports car, the Mustang Mach-E is Ford’s most exhilarating all-electric vehicle.

The collective objective for Ford Australia when creating any experience is to ‘Power your freedom to move with thrilling, rewarding experiences that connect and energise’ - by also demonstrating authenticity, effortlessness, passion & purposeful ingenuity. Taking these pillars further by extending brand behaviours through our experience by ensuring the activation and media launch event was modern, innovative, exciting, Immersive, exhilarating, inviting and physical and emotional brand cut through.


We Are Phoenix were engaged with a 5-week lead time to produce an immersive and impactful 10m x 10m activation along with an eagerly anticipated public media launch event to take place on Thursday 30th March 2023, which would then ultimately form the setting of an interactive activation that also helped launch the vehicle to the Australian public at the Formula 1 Rolex Australian Grand Prix 2023. 

The 4-day activation included:

  • Creating a dynamic "electrified" space to launch the Ford Mustang Mach-e to the APAC market.
  • Taking elements from the bespoke animation that was created for the launch, using materials that complimented the faceted outlines of the iconic Mustang pony logo. 
  • Enhanced the energised blue lines of the Ford animation using striking, simple and bold furniture statement pieces; a future focus for Ford.  
  • Waste and impact played a large part in our strategic approach to the 10 x 10 meter activation. To create impact, both visually and environmentally we used a halo LED mesh screen that worked as a cover and reveal for the Ford Mustang Mach-E.
  • We Are Phoenix conceptualised and designed the structure, turning a 10 x 10 meter space on the iconic Legends Lane, into an immersive Ford experience and the site for their national media launch event. 
  • Structure was completed with halo style LED mesh Screen to cover the car pre-launch, and be lifted to unveil the car. 
  • Produced an immersive space that was the centerpiece for generating international content for the launch of the Ford Mustang Mach-E.

The Result

A hugely successful launch event and unveiling, including Daniel Ricciardo as the main drawcard to officially unveil the Mach E Mustang. Followed by a money can’t buy experience on the track.

The activation included; 

  • Press conference
  • In conversation facilitated Elise Elliott, Journalist & TV/Radio Presenter joined by Daniel Riccardo and Andrew Birkic (President & CEO of Ford APAC) 
  • Interactive / audience engagement
  • Supercar signing 
  • The activation attracted approximately 1,200 visitors per hour, across the four days of the Australian Grand Prix 



Visited per hour, per day across the four days were attracted to our activation at the Formula 1 Rolex Australian Grand Prix


Live Q&A

Daniel Riccardo joined the event for a live Q&A session, as he personally unveiled the new Ford Mach E Mustang



Our creative team had their work cut out for them, we proved we work great under pressure with only a 2 month lead time on design & delivery.

What the client had to say

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