NEW DELHI, India — Birthdays are always a special occasion, and when the product whose birthday it is, happens to be India’s most loved and most awarded car in its segment – the Ford Figo – the occasion is that much more special.
As the beloved Ford Figo, the chosen set of wheels for no less than 150,000 proud owners across the country, turns two years old, Ford India launched a unique and innovative 360 degree campaign. The campaign across the nationwide network of 230 dealer outlets and across print, digital and social media, invites the Figo’s fans and consumers to take part in the festivities to celebrate the Figo’s extraordinary success.
Leading the celebrations, Nigel Wark, executive director, Marketing, Sales and Service, Ford India, said, “Despite a challenging year for the auto industry last year, Figo has continued to go further not only in the domestic market, where it now has 150,000 proud and happy owners, but also in export markets. As we celebrate this wonderful journey with this innovative new campaign, we would like to thank all our customers, both in India and abroad, for the confidence they have shown in Figo and the Ford brand.”
With special offers and discounts across the Ford product range, the 360 degree campaign aims to go further in driving engagement using platforms like print media advertising, radio promotions and on-the-ground events and service camps at dealerships across India.
The theme of the campaign is the ‘Ford Family’ wherein the all-action SUV Ford Endeavour, the techtastic Ford Fiesta and the value offering – the Fiesta Classic – are the Figo’s elder brothers. And it is this set of brothers who, in a series of animated videos posted on popular social platforms like YouTube and Facebook and through media like radio, are inviting consumers in their own unique style and personality, to come and join the celebrations at Ford dealerships across the nation.
"The campaign is based on a very Indian way of life where everyone in the family participates in inviting their friends and family to the birthday of a loved one. In our campaign, the entire suite of Ford products that form the ‘Ford Family’ invite everyone to the birthday celebrations of their young brother – Ford Figo," said Wark.
During the birthday month, the key venue for the celebrations – the Ford dealerships – will be decorated in a birthday theme with customers being encouraged to participate in fun-filled activities. The celebration includes games and events such as art competitions and slogan writing competitions for children and young adults, again emphasizing Ford’s belief in including all members of the family in the celebrations.
The Ford Figo is especially significant in the story of Ford’s recent rapid growth in India and in order to retain this steep growth curve, Ford India has continued to expand its dealer network with at least one dealership inauguration every ten days since the launch of the Figo in March 2010.
As a result the Ford India dealer network has witnessed a 40 percent expansion over the last two years to 230 sales and service outlets in 123 cities across India, especially with the unprecedented inauguration of 45 outlets in 35 different locations across India in a single day!
Alongside its growing popularity in India, the total number of countries where the ever-popular Ford Figo continues to find happy and proud homes has also grown over the last two years to 34 with the inclusion of Lebanon as its latest export destination.
Carrying forward its strong sales and export performance, Ford India sold 10,424 wholesales and export units in February 2012.