Ford brings real people and experiences with launch of “The Fiesta Experience” campaign

Launching its new innovative campaign "The Fiesta Experience" today, Ford India brought real people and their experiences to the forefront.By focusing directly on engagement of real people and their experiences, Ford India has ventured to build an instant connect with the audience in this novel campaign. Bringing a whole new feel to consumer advertising, "The Fiesta Experience," showcases four real people exploring and experiencing the product differentiators in the All-New Fiesta, which has features not found even in luxury cars in higher segments.

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The campaign also takes the All-New global Fiesta across other channels after using digital as the lead-in medium for the launch.  Commenting on the strategy, 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".

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“The All-New global Fiesta is packed with best-in-class and first-In-class features that are far ahead of the competition in its own segment, putting the Fiesta on par with or even ahead of cars in the segment above it. Much like its features, the real life characteristics of the advertising will not only stand distinct from the usual clutter but also add credibility to its appeal.” Wark added. Designed around the All-New global Ford Fiesta, the campaign commercials highlight differentiators about the product through the experiences of four young and real people– interesting, articulate participants who got the opportunity to get behind the wheel in an amazing drive and have shared their candid impressions using social platforms such as Facebook, YouTube and Twitter.

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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 participants experiencing the tech-tastic features and benefits of driving the All-New Fiesta. Through the series of real life incidents, the “The Fiesta Experience” highlights the segment first features like advanced Bluetooth voice control, cruise control, best-in-class fuel-efficiency and unmatched safety, features that are not found in luxury cars in higher-segments.

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"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. The campaign will go live from August 19 in leading publications and will be followed up with the 40 second television commercial to be broadcast on channels, in addition to a very focused digital and viral campaign humanizing the story. The campaign can also be followed on www.india.ford.com/allnewfiesta, www.drivingford.in and www.facebook.com/fordfiesta."Riding purely on positive word of mouth, we are proud to have built strong equity for the brand and set benchmarks,” Wark added.

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The campaign follows Ford India recent breakthrough initiatives in building strong digital campaigns around its product offerings. To be able to spontaneously communicate with its customers, Ford India has been actively listening and talking on various social networks to keep its finger on the pulse of public sentiments. Ford Figo Discover Smart Drive across India is one example of seamless integration, building real advocates in recent times. The new campaign takes this engagement to a new level. Underlining Ford India's digital focus, Ford Figo was recently adjudged as one of the most searched keyword in Google India’s auto industry report.

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