FORD ECOSPORT PRE-LAUNCH CAMPAIGN
"URBAN DISCOVERIES"
Urban Discoveries was a fully-integrated campaign with digital and social marketing at its core. Launching first in India, the global campaign invited people from twelve cities across India to discover obscure, not-so-popular spots in their respective cities. The winner of the competition was rewarded with a Ford EcoSport.
The key point was to generate large-scale authentic conversations using various digital platforms.
The campaign was a huge success, where in just India alone, more than 100,00 leads were generated in just 3 months. 14% of Ford's EcoSport stock were pre-ordered even before the car's price announcement. And interest in the Ford brand and its vehicle models rose by 30%.
India's digitally-led 360º activation of "Urban Discoveries" won a Silver Effie.
FORD ECOSPORT LAUNCH TVC
"IN SEARCH OF A NEW PROFILE PICTURE"
Building off the “Urban Discoveries” platform, the idea behind the launch campaign was therefore based on discovery, where our driver went In Search Of new experiences and adventure.
The EcoSport was launched with a series of TVCs showing people from different parts of the world, exploring the cities of another country, in Ford's new urban SUV. Here, our protagonist from Australia explores the streets of Brasil, in search of a new profile picture.
FORD ECOSPORT LAUNCH TVC
"IN SEARCH OF THE PERFECT SOUNDTRACK"
Building off the “Urban Discoveries” platform, the idea behind the launch campaign was therefore based on discovery, where our driver went In Search Of new experiences and adventure.
The EcoSport was launched with a series of TVCs showing people from different parts of the world, exploring the cities of another country, in Ford's new urban SUV. Here, our protagonist from India discovers his perfect soundtrack as he explores the streets of Brasil.
