Home >> Marketing >> Article

Nigel Wark: Engage customers as co-creators and marketers

24-November-2011
Font Size   16
Nigel Wark: Engage customers as co-creators and marketers

The first speaker in the post-lunch session of the Pitch CMO Summit, Bangalore was Nigel Wark, Executive Director of Marketing, Sales and Service, Ford India. The topic revolved around ‘Exciting Indian consumers and ensuring brand relevance for them’. He began by emphasising that before success, brands should ensure that they’re honest with themselves and that they’re listening to customers.

He cited the instance of how Ford learnt a lot at the global level when itwas not so focused on the outside. “It made us realise that we have got to be in touch with customers and since time between understanding and execution is 3-5 years, we have to execute and deliver products for the future. It came from the humbling nature of being on the brink,” he said.

He spoke about delivering products that the target audience can relate to. This was done by Ford through ‘Sandeep’ for Figo and ‘Ajay’ for Fiesta, a personification of the brands that customers could identify with. “After the activation was carried out across four cities, the 60,000 mark was crossed in October. Recently, we also came out with celebrations when Figo crossed the 1 lakh sales mark across 1,000 towns in 20 states (Tier I, II, and II cities) over 100 days in 1,139 activity locations. During this activity, we have had over 82,000 footfalls and over 17,500 test drives.”

Real people were chosen for the TVCs rolled out as, according to Wark, “they work out as better talent and bring the benefits of the product to life’.

The auto brand took a two-pronged approach – experiential and digital with the Global Fiesta being among the first passenger vehicles in India to be launched through the digital medium. He emphasised on having consumers as co-creators, which is possible through new media. As part of the experiential marketing drive, Ford organised a ‘Swap your Drive’ activity for the Classic, Figo, and Endeavour ranges in Delhi, Mumbai and Ludhiana where four customers’ cars were swapped with one of Ford’s three ranges where their experiences of driving the Ford cars were turned into TVCs. The brand also came out with another activation - ‘Discover Smart Drive’ to engage consumers with Figo by choosing four couples through social media and got them to take a 30-day trip from Chandigarh to Chennai, to chronicle their experience with Figo. Wark signed off by saying, “If you are not engaging your consumers as co-creators and marketers for your brands, your competition will!”

While Jagran was the presenting sponsor of the Pitch CMO Summit 2011, in association with Zee Bangla, the other associate sponsors included Times Television Network and Open magazine.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Heated debates and serious discussion on several aspects of Digital Marketing marks time spent by esteemed jury led by Sanjiv Mehta, Chairman and MD, Hindustan Unilever

The new Ogilvy mantra is about being obsessive about and taking ownership of every aspect of the brand.

Today we have father-daughter duo, Rana Kapoor, Founder, MD & CEO, YES Bank, and Roshini Kapoor, Co- founder of the Three Sisters, talking about family trips and motivational thoughts