Ford to host Figo’s 2nd birthday party at dealer networks

Launches emotional campaign to drive March sales

Mar 13, 2012 02:51:00 PM | Video | Gunjan Prasad Share -

To mark the second birthday of its subcompact car, Figo, Ford India has rolled out an integrated campaign, across its 230-outlet nationwide dealer network, inviting Figo’s fans and consumers to take part in the festivities.

Said, Nigel Wark, executive director, marketing, sales and service, Ford India, “Despite a dip in the auto industry last year, the Figo has continued to witness growth not only in the domestic market, where it now has 150,000 proud and happy owners, but also in export markets. We celebrate this wonderful journey with this innovative new campaign.”

Built around the theme, ‘Ford Family’, the campaign positions Ford Endeavour SUV and Fiesta Classic as Figo’s elder brothers. And it is this set of brothers who, in a series of animated videos posted on YouTube and Facebook and through mainline media are inviting the consumers to come and join the celebrations at Ford dealerships across the nation. The month of March will see the Ford dealerships hosting various birthday parties comprising various games, events and special service camps.

The campaign that has been created by Global Team Ford, aims to stand out with its ‘emotional’ pitch in an environment that is flooded with ‘benefit-driven’ communications. “March is the single largest month in terms of retail auto sales across the industry, with estimated total media spends (by all players) of around Rs 300 crore,” said Vijay Simha Vellanki, vice president and senior creative director, Global Team Ford. “Conventional thinking tells us that fence sitters are on the lookout for great offers around this time. And most of the communication in the industry revolves around the tried and tested platforms of Union Budget, festive celebration, depreciation benefits for businesses, plus special offers and freebies.”

“However, we decided not to be transactional but emotional. So instead of celebrating an offer, we decided to celebrate Ford family’s latest and biggest success: the Figo’s 2nd birthday. Big brothers, Endeavour and Classic mimic iconic personalities from the Indian film industry and invite everyone in the digital world, in an endearing and entertaining manner.”

Jack In The Box Worldwide is responsible for the production of the four animated videos and its online marketing strategy. The four videos are being seeded onto various social media platforms including Facebook, Twitter, forums and blogs.

Samit Malkani, creative director, Jack In The Box Worldwide, added, “We are focusing on three main objectives - to create buzz, to create a hook that will ensure views for the videos and to sustain the campaign for a whole month via the app. Figo’s birthday party is going to be one of the grandest birthday celebrations ever and we hope our efforts result in a good number of footfalls to the Ford dealerships."