Ford India declared the roll out of its single largest integrated marketing and communications product experiential campaign - EcoSport Urban Discoveries. The 360-degree campaign is the foundation for the launch of its upcoming urban SUV, EcoSport. The campaign is hosted on an online platform www.ecosportdiscoveries.co.in and will reach out to the target customer base across 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.