To amplify the car purchasing experience and provide customer convenience, Ford India is back this December with its year-end customer sales connect campaign – ‘Midnight Surprise’. Keeping pace with changing times and extremely demanding work schedules, this initiative is conceptualised to enable auto enthusiasts and Ford loyalists to visit the showrooms at their convenience and avail the unique offers on display.
On December 5, Ford dealerships across the country were operational from 8AM through midnight with exciting offers and assured gifts on every booking. All customers who booked a Ford Figo, Classic, Fiesta or Endeavour on December 5 were also be eligible for assured gifts such as LED TVs, washing machines, refrigerators, microwave ovens and more. On booking any of these Ford cars, customers had to choose a coupon, text the unique code and they received information on surprise gifts won. The ‘Midnight Surprise’ campaign included gifts and offers worth up to Rs 3.5 crore.
“At Ford, we go the extra mile to delight the customer as is evident with our exciting product portfolio. Great products have to be complemented with innovative customer engagement experiences. The ‘Midnight Surprise’ campaign is our way of reinventing the car purchasing experience,” said Vinay Piparsania, Executive Director, Marketing, Sales and Service, Ford India.
He also added that year-end is a time when one wants to celebrate the success over the year and also start the coming year on a positive note. So December is the perfect time for this kind of an initiative.
On being asked about the difference in the Midnight Surprise from last year, he said, “The choices that we have in terms of gifts are fairly good ones as compared to last year. The whole experience is far more festive and we have expanded it to new dealership locations across the country, making it more convenient for our customers.”
According to him, the response has been very enthusiastic year-on-year and during the sale, the footfalls and enquiries increase by 10 to 30 times.
Ford has launched a 360-degree campaign involving print, digital and TV. It has also created an advertising campaign which will be led by characters Zip and Zap to add to the buzz around the deals. Zip is Zap’s best friend and he is always uninformed and Zap informs him about the deals from Ford. The campaign is simple and gives out the message of the midnight sale. The characters will certainly grab the attention of consumers. “The idea behind Zip and Zap is to create characters that people can relate with and find memorable. It will also be used to create engaging conversation on social media,” Piparsania said.
On digital, a Facebook application was created themed around the ‘Midnight Surprise’ and the application had options to view offers, locate dealers and refer friends. The top 15 referrers each day were gratified with Ford merchandise. On Twitter, there were thematic Twitter contests (every hour) throughout the day on the Ford India profile. Users were asked one question each hour and they had to tweet with interesting answers with the hashtag #MidnightSurprise. The top two unique answers for each theme were gratified with a gift voucher and the contest ran for 10 hours.
Ford has carried out this retail initiative previously too, but this time it is done on a much larger scale to offer convenience; however, only figures can reveal how successful this season of the Midnight Surprise was.