Ford India Launches The EcoSport Urban Discoveries Campaign
Ford India announced its single largest integrated marketing and communications experiential campaign, EcoSport Urban Discoveries. This 360-degree campaign was the foundation for the launch of Ford’s urban SUV, EcoSport. Hosted on an online platform, www.ecosportdiscoveries.co.in, the campaign had the potential of reaching out to a target customer base spread across the length and breadth of the country.
The sheer scale of the campaign was achieved by a high output, simultaneous amplification strategy that was leveraged through multiple paid, owned and earned media channels such as the social Internet, television, print, radio and mobile. Ford additionally carried out in-programme placement that helped take the EcoSport directly to home television screens through GECs.
Announcing the platform’s roll out, Vinay Piparsania, Eexecutive Director – Marketing, Sales and Service, Ford India, said, “We at Ford believe that real people and their real experiences truly bring out the best in our products. This has inspired us to empower the people of India to set the stage for EcoSport’s launch. EcoSport Urban Discoveries will give over a hundred customers the opportunity to drive and experience the Ford EcoSport ahead of its market launch. This campaign will help us go further in engaging with our customers and educating them about our upcoming big product.”
EcoSport Urban Discoveries was executed in two phases divided by consumer activation roadshows across 12 key cities – New Delhi/NCR, Mumbai, Bengaluru, Chandigarh, Kochi, Ludhiana, Chennai, Jaipur, Hyderabad, Ahmedabad, Pune and Kolkata to cover North, South, East and West regions. These roadshows featured modular interactive zones that were set up in high-footfall malls in each city to offer potential customers a touch and feel experience of the product and its features.
EcoSport Urban Discoveries is designed for people participation. The first phase of this campaign had television personality and radio jockey, Mantra, invite, engage and drive registration of interested participants on www.ecosportdiscoveries.co.in through a TV and radio call-to-action campaign.
Participants with Indian citizenship and residing in any of the aforementioned 12 cities would ‘discover’ a place or places which were unique, uncommon and interesting in their respective cities, upload them on www.ecosportdiscoveries.co.in with descriptions, and finally share them with their families, friends and social communities. These ‘urban discoveries’ were then evaluated by a neutral jury basis following or votes, quality of content uploaded and other criteria. This will govern the selection of 35 best entrants for the second phase of the campaign. A finite duration will contain the posting of ‘urban discoveries’ on the online platform.
The leader of the team that gathered maximum followers, and stimulated and engaged them in the best possible way to amplify their urban discoveries, won and drove home an EcoSport and his or her team members won international holiday packages. Ten lucky followers of the winning team won iPads. The reward ceremony would then be hosted and aired on a special episode on a general entertainment channel.
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