NEW DELHI/MUMBAI, India — Hundreds of excited fans and customers cheered amidst thunderous music as Ford India set out to create a national record for the largest number of falling dominoes.
As the signal was given, the crowd went ecstatic and 80,000 colourful dominoes tiles started falling to reveal a design of the EcoSport Urban Discoveries campaign.
“I always like the Ford guys for thinking of something very different…and of course, the EcoSport is sure to be a hit here,” said Vineetha, a software professional who hung around with her friends to watch the show live.
For others who were not able to make it, the show was broadcast live on the Internet, and it created a buzz across Ford’s social media channels.
“Can’t wait to drive it…FORD INDIA…please tell me the launch date,” implored Abhinav Pagadala on Facebook. ”The 21st century car for India,” remarked Bhagawant Goel on another post.
Ford India has rolled out its single largest integrated marketing and communications product experiential campaign - EcoSport Urban Discoveries – to generate consumer excitement prior to the launch of its most awaited urban SUV. Hosted on an online platform www.ecosportdiscoveries.co.in, and supported by roadshows in 12 major cities, the campaign is aimed at the target customer base across India.
Vinay Piparsania, executive director, Marketing, Sales and Service, Ford India, who was there to kick off the roadshow in a Mumbai mall, 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 100 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,” he said.
Executed in two phases, EcoSport Urban Discoveries will have roadshows across 12 key cities - New Delhi, Mumbai, Bengaluru, Chandigarh, Kochi, Ludhiana, Chennai, Jaipur, Hyderabad, Ahmedabad, Pune and Kolkata. The roadshows will feature modular interactive zones that will be set up in popular malls in each city to offer potential customers a touch and feel experience of the product and its features.
Ford India is inviting participants residing in any of the 12 cities to ‘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 jury, and the 35 best entrants will go on to the second phase of the campaign.
The second phase will allow each of the 35 selected participants to add two more members to form a team of three. Each of these teams will be given the keys to a 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 be published online. The teams will continue gathering followers in order to remain in the running for the grand prize. The leader of the team who gathers the most followers, and stimulates and engages them in best possible way to amplify their urban discoveries, will win an EcoSport while their team members will win international holiday packages. Ten lucky followers of the winning team will win iPads.
“The idea is to form the emotional connection with customers and make them engaged enough to share their experiences with their brand community, their friends and family in a real life situation,” said James Farley, executive vice president, Global Marketing, Sales & Service of Ford Motor Company, who was here to witness the launch of the campaign earlier in March.
The falling dominoes tiles create the Urban Discoveries theme.
Fans and customers gather around the Urban Discoveries roadshow.