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Ford launches search campaign with Google for its new Ford EcoSport

Titled ‘Fun on Your Side’, the digital campaign aims at bringing different aspects of ‘fun’ that customers can experience with the new EcoSport even when they search for it online

To celebrate the launch of its compact sport utility vehicle (SUV) the All-New Ford EcoSport in a fun and engaging way, Ford India teamed up with Google to launch a first-of-its-kind digital campaign in the automobile space in India.

Titled ‘Fun on Your Side’, the digital campaign aimed to bring different aspects of ‘fun’ that customers can experience with the new EcoSport even when they search for it online.

Between November 9 and 15, people searching for ‘Fun with EcoSport’ on Google Search will be asked to choose their favourite fun activity such as movie mania, make a trip, grab a meal and fun hangout. After voting, consumers will need to click on a ‘Thank You’ link to get a chance to win vouchers related to the voted option, from Coupon Dunia.

“The car that started the compact SUV phenomenon in India is back to win many more hearts and minds,” said Rahul Gautam, Vice-President, Marketing, Ford India.

“With the Fun with EcoSport campaign, we have worked with Google to ensure that the spirit of fun spreads beyond our dealership floors to everyone searching for it. With the New Ford EcoSport, our engineers have combined style, fun, and technology – all in one package – that we want our consumers to search and experience.”

Vikas Agnihotri, Director Sales, Google India, said, “Research shows 89 per cent of car buyers’ decision making is influenced through digital and majority of their journey starts from Google Search. The digital campaign for the launch of the new Ecosport combines strong intent cues from consumers with the innovative search voting feature to provide a fun-filled and memorable experience.”

Ford is one of India’s leading users of programmatic advertising in India, and the campaign for the all-new EcoSport further builds on this and will enable the teams to engage audiences across all offline and online touch points in an integrated manner.

Part of the 360 degree campaign conceptualised by GTB, part of WPP Group, the campaign promotes the new Ford EcoSport and its core features of fun, style and technology across online, print and TV.

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