Ford launches EcoSport Urban Discoveries campaign

04 Mar,2013

By A Correspondent

 

Ford India has announced the roll-out of its integrated marketing and communications product experiential campaign, EcoSport Urban Discoveries. The 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, the campaign aims to reach out to a target customer base spread across the country.

 

The 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. Ford will additionally carry out in-programme placement that will help take the EcoSport directly to home television screens in India through general entertainment channels.

 

Announcing the 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 out the best 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.

 

“With EcoSport Urban Discoveries we would like to help customers make the right purchase decision for them to enjoy an unforgettable ownership experience and, en route, take away fascinating stories which they can share back home with their family and friends,” said Mr Piparsania.

 

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