Ford India has launched a new innovative campaign focusing on real people and their experiences to promote its All-New global Fiesta sedan. The campaign will feature four young, interesting and articulate individuals from various walks of life and their real experiences driving the All-New Fiesta across a 10-day, 1310 km drive. Somwhat on the lines of the Figo Discover Smart Drive, the campaign will leverage digital platforms like Facebook videos and YouTube in addition to TV and print to tell their story
Coming from different walks of life, the four participants featured in the campaign–Vikram Aditya Singh (Video Journalist), Monica Joon (Professional Sportsperson),Shruti Sharma (Travel Writer) and Archit Rakheja (Adventure Consultant)– were chosen to tell the story for being good conversationalists and their affinity to the target audience.
The campaign, compiles their experiences during the 10-day, 1310-km drive from Delhi to Diu, features a series of real life incidents.
“By leveraging real people and their real experiences in our advertising, we are taking a very unconventional approach in the automobile industry. Knowing the pulse of the audience helps us learn something new every moment. And this honest, unbiased and direct reality check is kind of involvement that helps brand Ford position and connect with the consumers, said Anurag Mehrotra, vice president, Marketing for Ford India.
Nigel E Wark, executive director, Sales and Marketing for Ford India said, “We wanted to adopt an innovative approach with the All-New global Fiesta launch in India. By putting the customer at the heart of all our activities, the new Fiesta Experience campaign dials this up further with ‘real people’ and their ‘real experiences”.