The fifth edition of the Ford 'Midnight Surprise' will be held across the country on 5 December 2013. Through this initiative, Ford is offering assured gifts for customers who book a Figo, Fiesta Classic, Fiesta or Endeavour. Ford dealers across the country will be open from 8 am until midnight on the day. The car manufacturer has rolled out a campaign to communicate the same. Two TVCs (one in Hindi and the other in English) have been created by Global Team Ford.
The films feature two characters Zip and Zap in conversation late into the night, leading to the message that they're awake for 'Assured Gifts worth Rs 3.5 crores' - at Ford's 'Midnight Surprise'.
Speaking with Campaign India, Vinay Piparsania, executive director - marketing, sales and service, Ford India, said, "This is the fifth edition of the offering. We've carried it out four times at the end of the year and once in the summer. December is the end of the year and is a festive period for consumers. So the idea is to join in with the consumers and celebrate with them. The idea of keeping the showrooms open till midnight is that people get time out of their busy schedule and visit dealerships. It's become an annual tradition for us and we hope to carry on with it. We're looking to promote it this year with a couple of TVCs as well as digital, where we're running a Twitter and Facebook contest and have a countdown running on our Ford India homepage"
On Twitter, Ford has created a hashtag, '#MidnightSurprise' to generate online conversation. A Twitter contest will be run through the day on @FordIndia's Twitter profile. Ford's Facebook page also has a contest running.
The films went on air on 3 December.