DELHI: Ford India has launched a new campaign to unveil the new
avatar of its car Ford Figo, embodying the philosophy of 'Change
is a Wonderful Thing'.
The campaign showcases the new Ford Figo as a compelling blend of
style, performance and value-for-money with newly enhanced features.
The 360 degree brand campaign runs across television, radio, print,
Below-The-Line activation, online and mobile media 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 the 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 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.
wife is pleasantly surprised at this gesture by her husband. The
campaign thus exemplifies the ethos of 'Change is a Wonderful Thing'
not only in human relationships but also the relationship you have
with one's 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.
Ford has also built a virtual test drive experience on mobile &
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, Vice President, 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% of all Figo
customers are first time car buyers, and 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",
he further added.
"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, this campaign aims to make the customers experience
a wave of change with the new Ford Figo," added Vijay Simha,
executive creative director, Global Team Ford.
"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, vice president & strategic planning director,
Global Team Ford.
Agency: WPP - Global Team Ford
& Senior Creative Director: Vijay Simha
Team: Sujatha Chakraborty, Nitika Parmar, Abhishek Singh
& Strategic Planning Director: Antony Rajkumar
& Client Services Director : Vijay Bhaskar
Management : Jose Scaria, Siddharth Shrivastava
Director: Rajesh Saathi
Director: R. Anand
duration: 45 sec
Planning: Sushanto Biswas, Mindshare