With its compelling value for money, Ford India officially launched the EcoSport, aggressively positioning itself in the compact utility segment, which is expected to grow five-fold by 2020.
Targeting the urban men, the SUV will be competing against the likes of Mahindra Quanto and Renault Duster, among others.
On the launch, Joginder Singh, President and Managing Director, Ford India said, “EcoSport sets new standards in India’s SUV industry classification through its design, development and sensible value proposition. With the launch of the EcoSport we stand true to our commitment to offer India the best of Ford. EcoSport’s competitive pricing and market positioning underscores our respect and commitment to Indian consumers.”
The brand amplified the hype around the launch by kick-starting a product experiential initiative – the Urban Discoveries campaign.
Vinay Piparsania, Executive Director of Marketing, Sales and Service at Ford India said, “Stylish, robust and dynamic, the fun-to-drive Ford EcoSport fuses ample versatility and a ‘can do’ attitude to appeal to a newer range of customers. The EcoSport’s substantial package underscores both, desirability and versatility and brings a new sense of value and ingenuity to the Ford brand.”
With the Urban Discoveries campaign, Ford handed over the keys of the SUV to consumers much ahead of its market launch. Consumers were given a chance to drive and experience the urban SUV; one of whom was awarded the EcoSport at the end of the campaign. Based on the quality of the entry, number of votes it received and other criteria, the jury selected a few people who, along with two or three of their friends, got a chance to drive the EcoSport and share their ‘urban discoveries’ experiences online. The campaign was primarily digital-led, with Facebook and Twitter being used aggressively to spread the word about the campaign. Ford also planned road shows and other promotional campaigns in 12 cities across the country.
"Digital plays a very important role in our marketing strategy. It is getting more relevant given the reach, the target audience and efficiency of the medium. The marketing spends on digital was in single digits earlier but now it has increased to almost double digits," said Piparsania.
With this campaign, Ford has put the consumer at the centre of its marketing strategy. By handing over the keys of the car to consumers, the brand wants to know the real world experience. It believes that the real world customer is the best testimonial.
"The amount of credibility that these real experiences of customers provide is far more than what we could have done on our own. We have been very pleased with the results and we will continue to use such strategies in future. The results were outstanding as we had over 800,000 people who registered and around 8,000 people who participated in the campaign. The amount of energy, enthusiasm with which the content was developed was phenomenal," Piparsania said.
"After the Urban Discoveries campaign, we have a lot of video content that we would be uploading on the digital medium. We will continue to ask people to share their experience of all the vehicles of Ford, which will be shared on the online community," concluded Piparsania.