Ford India’s marketing strategy for the new Global Ford Fiesta has been concentrated at getting the customer to experience the brand first hand, right from the beginning. Ford novel idea of a Fiesta Cafe which put the car in front of the general public became a very successful gimmick. Usually unveilings happen behind closed doors in the presence of the media which then relays it to the general public. But, the concept of a Fiesta Cafe allowed the customers to check the car out and experience what ‘Ford’ as a brand had to offer.
Ford India also realised the importance of digital media in 21st century India and focussed on engaging the customers through this medium which is gaining popularity over other mediums over the past few years. Now, Ford has launched a new campaign on similar lines called, ‘The Fiesta Experience’. As a part of this, Ford brought together people from different walks of life f0r a 10 day drive spanning a distance of 1310 km from Delhi to Diu.
Vikram Aditya Singh (Video Journalist), Monica Joon (Professional Sportsperson), Shruti Sharma (Travel Writer) and Archit Rakheja (Adventure Consultant) will share their experiences through television commercials which were shot over along the way. The commercials will be aired from August 19. The participants put the new Global Fiesta through real world situations.
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