Ford India announced the roll out of its single largest integrated marketing and communications product experiential campaign - EcoSport Urban Discoveries. This 360-degree campaign is the foundation for the launch of Ford’s upcoming urban SUV, EcoSport. Hosted on an online platform www.ecosportdiscoveries.co.in
, this campaign has the potential of reaching out to a target customer base spread across the length and breadth of the country.
The sheer scale of this campaign will be achieved by a high output, simultaneous amplification strategy that will be leveraged through multiple paid, owned and earned media channels such as the social internet, television, print, radio and mobile. Ford will additionally carry out in-program placement that will help take the EcoSport directly to home television screens in India through General Entertainment Channels.
Announcing the platform’s roll out, Vinay Piparsania, executive director of Marketing, Sales and Service for Ford India said, “We at Ford believe that real people and their real experiences truly bring the best out in our products. This has inspired us to empower the people of India to set the stage for EcoSport’s launch in the country. EcoSport Urban Discoveries will give over a hundred customers, the opportunity to drive and experience our exciting 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 will be executed in two phases divided by consumer activation roadshows across 12 key cities - New Delhi (including NCR), Mumbai (including Navi Mumbai), Bengaluru, Chandigarh, Kochi, Ludhiana, Chennai, Jaipur, Hyderabad, Ahmedabad, Pune and Kolkata to cover North, South, East and West regions. These roadshows will feature modular interactive zones that will be 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 will have 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 who will bear Indian citizenship and residing in any of the aforementioned 12 cities will ‘discover’ a place or places which are 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’ will then be 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 second phase will allow each of the 35 selected participants to add two more members to form their team of three. Each of these teams will get the key to their Ford EcoSport that will help them in their quest for urban discoveries, in their respective cities. These real experiences in the EcoSport will be captured in videos and will run on the online platform. The teams will continue gathering followers in order to remain in the consideration of finally winning the grand prize. The leader of the team who gathers maximum followers, stimulates and engages them in best possible way to amplify their urban discoveries, wins and drives home an EcoSport and his or her team members will win international holiday packages. Ten lucky followers of the winning team will win iPads. The reward ceremony will be hosted and aired on a special episode on a General Entertainment Channel.
“With EcoSport Urban Discoveries we would like to help customers make the right purchase decision for them to enjoy an unforgettable ownership experience and enroute, take away fascinating stories which they can share back home with their family and friends,” said Vinay Piparsania, executive director, marketing, sales and service, Ford India.