Ford India announced the roll out the marketing campaign for the yet to be launched SUV- EcoSport Urban Discoveries. This 360-degree campaign is the foundation for the launch of the 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.
Ford has not announced a time frame as to when will the EcoSport hit the Indian roads. 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.
EcoSport Urban Discoveries will give many customers, the opportunity to drive and experience the EcoSport ahead of its market launch. This campaign will help the company in engaging with the 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.
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.