SINGAPORE – Ford Asia Pacific and Africa (APA) and its WPP communications partners were major winners at The Holmes Report’s first ever Asia-Pacific SABRE Awards, taking a regional prize for their exceptional work on Ford's Driving Skills For Life (DSFL) programme and the South East Asia trophy for the Thai launch of the All-New Ford Fiesta.
"I am extremely proud of the work done by our Ford and WPP communications team across the region, and it is gratifying to see the team recognised for their hard work and dedication," said Whitney Foard Small, regional director of communications, Ford APA. "We are especially gratified that DSFL earned recognition for its community efforts in training drivers in safe driving techniques, helping to save lives across the region.
Now in its fourth year, DSFL continues to expand with the support of the Ford Fund, and by the end of 2011, 50,000 drivers will have been trained across the region. DSFL has grown to include China, India, Indonesia, the Philippines, South Africa, Taiwan, Thailand and Vietnam.
The Asia-Pacific SABRE Awards also recognized the Thailand launch of the All-New Ford Fiesta, bestowing the top trophy in the South East Asia category.
The innovative introduction of the All-New Fiesta tapped heavily into social media in Thailand and across the region, building on the Ford Fiesta’s reputation as a smart, stylish and fun-to-drive car that leads its class in fuel economy.
Ford and its WPP partners delivered a campaign which generated significant market buzz and consumer demand. By the time of its public launch, the Ford Fiesta Thailand Facebook community had already grown to more than 30,000 fans, with more than 3,500 pre-bookings for the award-winning car.
|Celebrating the launch of the All-New Fiesta in Thailand.
||The All-New Ford Fiesta.
||Launching the All-New Fiesta in Thailand.|
|Classroom training was conducted in the Consular Section of the U.S. Embassy in Bangkok.
||The DSFL programme trained employees at the U.S. Embassy in Bangkok.