Ford India has introduced an advertising concept called ‘Swap your Drive’ to make the prospective consumers of Ford cars to actually ‘Feel the Difference’. The auto major is encouraging the customers to exchange their cars with the new Ford cars like Ford Figo hatchback, Ford Fiesta Classic sedan and the Ford Endeavour SUV for one week and accumulate the Ford experience.
With the new advertising campaign, Ford India intends to bring about the awareness of the Ford brand, which is known for its quality and excellent driving dynamics. Ford India hopes to collect the thrill of the real world driving, experienced by the user to enhance their presence in the country. This campaign will be run on the media outlets including the Facebook and television. The Ford Fiesta sedan campaign recorded four such experiences of the people who have taken a test drive on the new Ford Fiesta sedan each day.
Ford vehicle’s superior fuel economy, addictive drive experience and purposeful technology emerged to be the consistent themes across participant’s experiences.
Press release –
Continuing to bring real people and their experiences to the fore, Ford India launched its new advertising campaign titled – “Swap Your Drive”. This innovative campaign features the experiences of consumers who were given a chance to exchange their competitive-make vehicle for a new Ford for a week.
A first-of-its-kind consumer engagement initiative, “Swap Your Drive” further strengthens Ford’s commitment to placing the real consumers at the core of its advertising campaigns.
Commenting on ‘Swap Your Drive’ campaign, Nigel E Wark, executive director, Marketing, Sales and Service, Ford India said, “‘Swap your Drive’ truly justifies Ford India’s attempt to bring consumers to the core of our marketing campaigns to drive real, credible and honest experiences. We aim to usher in a new era of marketing communications where we are co-creating content and building advocates.”
Individuals coming from different backgrounds are part of ‘Swap Your Drive’ advertising campaign that brings together natural and spontaneous reactions from real consumers. Having spent quality time with a Ford vehicle day and night, many contestants evoke surprise and delight as they get behind the wheels of either a Ford Figo, Ford Fiesta Classic or the Ford Endeavour for the first time and experience superior driving dynamics, fuel efficient technology that is easy on the pocket along with several smart features in the cars.
“We’ve felt that challenging people’s perceptions head-on is the best way to transform opinions. Nothing influences a customer’s notions about a car as much as an extensive test-drive and ownership experience and we exactly did that to educate people about Ford products.
We’re tapping real people, allowing them to experience our vehicles for themselves and then capturing their enthusiasm for the products. We’re telling the Ford story through the eyes of the people who matter most – real consumers,” Wark further added.
“Driving a Ford Figo compared to my present car was just amazing. It has got everything – sporty looks, comfort and incredible mileage from Figo. The Bluetooth feature and the spaciousness added to the existing convenience that it provides. I can’t even think of going back to my old car”, expressed Sanjeet, a 27 year old communications professional – one of the participants who swapped his vehicle with the popular Ford Figo for seven days.
‘Swap Your Drive’ communication campaign goes live from September 6 across leading publications and will be running on digital platforms. This will be followed by a television commercial to be broadcast on key channels in following weeks. The campaign can also be followed on www.india.ford.com/syd; www.drivingford.in and www.facebook.com/fordfigo
This new advertising campaign follows Ford India’s recent breakthrough initiatives in building strong consumer engagement campaigns around its product offerings and building real brand ambassadors.
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