More than a month after launching its new sedan Fiesta, Ford India unveiled an innovative campaign that focusses on real people and their experiences. The campaign, called 'The Fiesta Experience', features four young individuals from different walks of life and their real experiences, driving the all-new Fiesta across a 10-day, 1,310 km drive from Delhi to Diu.
These four individuals were shortlisted from 700 applications from across the country, based on their personality traits, availability and their vibrancy on the social networking websites. The four participants featured in the campaign are video journalist Vikram Aditya Singh, Monica Joon, a professional sportsperson, Shruti Sharma, a travel writer, and adventure consultant Archit Rakheja.
The company maintains to have not paid 'a penny' to the four participants. The only cost involved for the promotion across the social network was the technical cost of managing and capturing the 10-day drive. Following this innovation, Ford India launched its conventional ads and promotions across print and television.
By focussing directly on engagement of real people and their experiences, Ford India aims to build an instant connect with the audience. "We let them experience the product, express the experience in their own words and then ploughed their experience into our communication," adds Mehrotra.
"We wanted to focus on digital and interactive media in order to strike a chord with our consumers. We found out that more than television or print, our consumers consume a lot of information from the internet, mobile phones and tablets. We wanted our communication to be in sync with their media consumption patterns."
Wark also mentions a small research conducted on a consumer named Ajay, titled 'A day spent with Ajay'. This research helped the company to understand the media consumption and reception pattern of its average customer.
The campaign aims to target the age group of 28-32 years from the Tier I and Tier II cities of India. It is created by JWT India, Delhi branch, which manages the entire account of Ford India. The media mandate is handled by Mindshare.
The Fiesta Experience campaign follows the Ford Figo Discover Smart Drive campaign across India. The company has also shifted focus largely to digital and experiential marketing. It has exponentially increased its spend on the digital medium. From a mere 2-3 per cent of the media spend, it had increased the digital spend substantially to more than 7 per cent for the Ford Figo. For the new Fiesta, Ford has more than doubled its spends on the digital media, taking it to a sizeable 15 per cent of the overall media budget.