Ford Figo’s intARact-ive Print Ad

Marketing Challenge

• To provide an innovative edge to their Brand communication

• The brand wanted to adopt a tool that also provided them measurability as it was not possible to track brand engagements through print campaigns

Marketing Objective

To convert the static press ad into an interactive piece of

communication also provide measurement for brand

engagement

Situation Analysis

• The brand majorly leveraged Print media for its communication

• Print campaign did not create engagement with the consumers

• Lack of interactivity• Lack of a tool that measured Brand

communication

Our Solution

• All the print ads from brand were made to carry unique codes

• Exclusive “intARact” browser from TELiBrahma was designed to recognize different codes used in the press ads

• Each codes on scanning would deliver relevant content to users mobile phone

• Users had to text <CODE> to a short code mentioned in the press ad to download the intARact browser

• Latest TVC from the brand was delivered when the user activated the browser & scanned the code

• Rich & Relevant engaging content included information regarding test drives

Ford Figo - Print Ad

Unique Code

To experience Figo on your mobile: Download the application from the http://blufi.mobi/fordfigo

and Scan the code

Demo: http://www.blufi.mobi/demo/fordfigo.swf

• The AR experience of the Ad gave a curiosity to the print ad enabling users to get television experience on their mobile phone

• This ad was well accepted across print campaign including regional papers, BTL activates etc.

• Campaign witnessed 43000+ unique user interactions, which gave a deeper engagement in consumers mind

Scale of Execution and Results

Uniqueness of the Solution

• First time a static print ad was converted into an interactive piece of communication

• Provided a whole new experience to the user in an engaging way

• Brand communication was made more personal to consumers by making it available on their personal device, mobile

• An integration with Traditional media to provide interactivity to users

• New way to measure Brand engagement

Thank you