The All-New Ford EcoSport Unlocks Fun and Excitement on Google Search in a First-of-its-Kind Digital Innovation in India
by Prashant Kapadia/NHN
Mumbai, 10 November, 2017: To celebrate the launch of India’s most loved compact SUV – The All-New Ford EcoSport, in the most 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 unique digital campaign aims to bring different aspects of ‘fun’ to lie that customer can experience with the All-New EcoSport even when they search for it online.
Starting 9th November till November 15th, 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.”
Commenting on the unique campaign, Vikas Agnihotri, Director Sales, Google India said, “Research shows 89% of car buyer’s 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.
Some of the key fun elements introduced in the All-New Ford EcoSport include:
▪ Power of choice with all-new three-cylinder 1.5L TiVCT petrol engine and trusted 1.5L TDCi diesel engine; both deliver outstanding FE, segment-best power and Ford’s fun-to-drive DNA
▪ Technology – including SYNC 3 with a high-resolution 8-inch floating touchscreen and Apple CarPlay™, Android Auto™ compatibility
▪ An all-new six-speed Automatic Transmission, with segment first paddle shifters, cruise control and hill launch assist
▪ Dual front airbags and ABS as standard equipment; only compact SUV to offer up to six airbags for all-around protection
The All-New Ford EcoSport is available at Ford dealerships starting November 09, 2017 with prices remaining unchanged at INR 731,200.
About Ford in India : Established in 1995, Ford in India manufactures and exports automobiles and engines made at its integrated manufacturing facility in Chennai, Tamil Nadu and Sanand, Gujarat. Ford’s current range of award-winning products in India includes the Ford EcoSport, Ford Figo, Ford Aspire, Ford Endeavour and Ford Mustang. Ford Operations in India also include Global Business Services, with offices in Chennai, New Delhi, and Coimbatore. Registered as Ford Motor Pvt. Ltd. (FMPL) as a legal entity, Global Business Services provides innovative solutions to nearly every Ford locations around the world — in areas of Information Technology, Product Engineering, Finance and Accounting, Automotive Financing, Material, Planning & Logistics, Marketing Sales and Service, Analytics, and Purchasing. Ford currently employs more than 14,000 hard-working, dedicated men and women across its operations in India. For more information, visit www.india.ford.com
About Google India Private Limited: Google India Private Limited (Google India) is a wholly owned subsidiary of Google LCC. It is engaged in the business of marketing & selling advertisement space and rendering Information Technology (IT) and Information Technology Enabled Services (ITES).