JAKARTA, Indonesia - In Indonesia, April is considered Women’s Empowerment Month. So in honor of this month, Ford Indonesia organized a special one-day drive for 24 chosen female readers of Good Housekeeping magazine to experience the 2013 Women’s International Car of The Year: the all-new Fiesta 1.0L EcoBoost.
The day started with some sweets at Pipiltin Cocoa, an Indonesian Dessert Café that uses only local chocolates from Sumatra and Bali, where the women were treated to a chocolate praline making workshop led by the café’s owner Tissa Aunila. Beyond tasty chocolates, the purpose of this workshop was to demonstrate what it takes to achieve financial independence, one of the key objectives in women’s empowerment.
The women also received beauty skin care tips and tricks from Good Housekeeping’s Editor in Chief Ms. Asteria Elanda, to remind them that taking care of yourself and your body should be priority number one on the road to empowerment.
Afterward, Gumgum Prijadi, director, Marketing, Ford Indonesia, gave the participants a comprehensive all-new Fiesta 1.0L EcoBoost product presentation. The women were most impressed by the Fiesta’s hill launch assist feature, SYNC and fuel economy. “These days I need a car I can depend on, without worries about massive fuel consumption” said Fitri, one of the women who attended the event.
Following the presentation, the participants were divided among seven vehicles and had their mobile devices connected to their vehicles via SYNC. “It’s a really sexy car to drive! And I can call my friends without even touching my phone! Wow!” said Naomi, another woman at the event. “I love the fact that the car understands my choice of music!”
The drive took the women through the inner city of Jakarta, where they had to find clues to solve questions that could only be answered by trying the different features of the all-new Fiesta 1.0L EcoBoost. And to ensure that each participant had the opportunity to experience the all-new Fiesta, each team stopped at Sudirman Central Business District so drivers can swap with their navigators.
The final destination of this drive was at Casa D’Or in the Hotel Kempinski where the group was treated to a delicious lunch; Lea Kartika Indra, communications director, and Bagus Susanto, managing director, Ford Indonesia, joined the women for lunch as well.
While enjoying their meal, the women were provided with a special insight from leading psychologist Rosdiana Setyaningrum on what it means to be empowered, and how important the role of women is in today’s modern era. Not only are women now taking care of their household, they are also business owners, business women, and are living busy lives of juggling and multi-tasking.
Nowadays women have a lot to contribute when choosing the right car, not only for themselves but also for their family. Indra gave very useful tips on how to choose the right car to fit the right needs, which were well received with enthusiasm by the participants.
“This is such a unique and fun experience! We got to try out the all-new Fiesta, and had so much fun making chocolate with good friends. Thank you Ford Indonesia and Good Housekeeping!” said Deasy Novianty, another participant at the event.
The event ended with Ford Indonesia and Good Housekeeping announcing awards for best team, best social media tweets and best dress. The winners received exciting gifts, but no participants left the event empty handed. And before departing, the women were treated to some self-indulgence pamper time at Zen Spa.