The TVC and 360-degree campaign by Global Team Ford showcase the new Ford Figo with its new and enhanced features
BestMediaInfo Bureau | Delhi | October 22, 2012
Ford India has launched a campaign to unveil the new avatar of its hatchback car, Ford Figo. The new campaign embodies the philosophy of 'Change is a Wonderful Thing' and showcases the new Ford Figo in its true essence, as a compelling blend of style, performance and value-for-money with new and enhanced features. The 360-degree brand campaign is running across television, radio, print, BTL activation, online and mobile media starting October 18, 2012, nationally.
The television commercial communicates the launch of the new Ford Figo while retaining its well-established proposition of 'Bursting with Substance'. It begins by showcasing a recently married couple at a mall, shopping for groceries. The wife complains about managing everything in the house and the husband not changing after marriage. He is either focused on friends or his office work leaving little time for them.
While she complains, there is a call on the Bluetooth audio system of the Figo from a hotel confirming the husband's reservation for a candlelight dinner. The wife is pleasantly surprised at this gesture by her husband; is embarrassed by her onslaught at him but then not to let him gain any ground on this account, chides him on why he didn't tell her about the dinner earlier. The campaign exemplifies the ethos of 'Change is a Wonderful Thing' not only in human relationships but also the relationship you have with your car.
While chronicling the couple's experiences with the new Ford Figo in everyday use, the commercial focuses on the new smart features such as its best-in-class space and an agile, well-engineered steering. The clutter-free and easy to use Bluetooth technology in the new Ford Figo is showcased by the effortless manner in which the couple is able to attend calls while driving.
The successful launch of the new Figo with enhanced kinetic design, new colours and smart features was followed by a night drive for media and influencers. Ford in India has always set the pace in integrating technology and in order to deliver a seamless product experience, Ford has leveraged various industry-first innovative technologies like augmented reality mobile app which enables the user to experience the new Figo in 3D. Ford has also built a virtual test drive experience on mobile and tablets and used the technique of geo-fencing Ford dealerships in select cities which will push new Figo specific communication to users when they are within a 5-km radius.
“The customer has evolved and Figo has evolved with them. We are going further to offer our customers the best in technology, styling and performance with the launch of the new Ford Figo. We are committed to delivering high quality products that our customers want and value,” said Anurag Mehrotra, VP-Marketing, Sales and Service, Ford India.
“Our target customer is a recently married 25-28 year old male. The new advertising campaign draws from the experiences that all recently married couples go through where the duality of the life-stage reflects a step change for them. Also, given that 60 per cent of all Figo customers are first-time car buyers, they want the world to recognise this change in their life. And finally, the styling and performance changes in the Figo. Through the commercial we are establishing that Change is a Wonderful Thing – be it in your life-stage, your choice to buy your first car or even the changes made in the Figo,” Mehrotra further said.
Vijay Simha, Executive Creative Director, Global Team Ford, said about the campaign,“The philosophy and the inspiration for this campaign came from the very essence of Ford – a dynamic brand, constantly looking to 'Go Further' to excite customers. Ford has been an integral part of our customers' lives and we wanted to capture one of the many memorable moments that define a positive change in their lives. By focusing on its smart technology, best in class features and improved looks, the campaign aims to make customers experience a wave of change with the new Ford Figo.”
“Many of our customers are first-time car buyers. They are entering the category; their aspirations and dreams of owning a car is coming true, that's a very significant moment. In their own lives they are experiencing 'wonderful' change, from being single to married, becoming a parent, enjoying setting up their own home and so on. Our insights about change come from here and it is will connect with people as it is true about their lives. The new Figo comes in at this point and adds to their celebration of life,” said Antony Rajkumar, VP & Strategic Planning Ddirector, Global Team Ford.
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