Case Study _Ford India

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BACKGROUND

Ford India was established in 1995 is a global automotive industry leader. Ford India

manufacturers and distributes automobiles and engines made at its modern integrated

manufacturing facilities.

Ford launched their new car ‘Ford Figo’ built for the Indian market which was positioned as

being a value-for-money vehicle. The other new entrant to the Ford family was the Ford

Endeavour, the popular all-terrain sports utility vehicle offered distinct class and safety

features for their adventurous customers.

OBJECTIVE

Ford focuses on developing vehicles that deliver exceptional value to their customers across

global markets. Being one of the top car makers in India, the brand majorly invested on

print media to achieve equally exceptional connect with their target audience. Though print

ensured reach, the medium failed to create engagements with the readers resulting in a

lack of interactivity. The challenge was to provide an innovative edge to their brand

communication by converting the static press ads into an interactive piece of

communication. The brand also looked at adopting a tool that also provided them

measurability of brand engagements through print campaigns.

SOLUTION

The print ads from FORD were augmented to deliver rich & relevant engaging content onto

readers’ mobile phones. The content included latest TVC from the brand and information

regarding test drives. Augmentation of the ads created an experience of the television

through print media. Brand communication was made more personal to consumers by

making it available on their personal device, mobile. The activity was well accepted across

print campaign including regional papers, BTL activities etc.

The engagement possibility that mobile offered witnessed a great user acceptance and the

activity was extended with other brands of FORD. Similar engagements were integrated

with multiple campaigns from Ford FIGO and ENDEVOUR.

Case Study _Ford India

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RESULTS

Campaigns witnessed over 48000 unique user interactions

80% of the total users access the WAP link for additional information

HIGHLIGHTS

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

generating more value to it and creating deeper engagement with their target

audience

The campaign provided a whole new experience to the user in an engaging way

The solution was perceived as a new way to measure Brand engagements through

traditional media