Ford EcoSport: Urban Discoveries

This case study describes how Ford, the car manufacturer, used a competition run through social media to promote a new SUV product in a pre-launch campaign in India.

Ford EcoSport: Urban Discoveries

Antony Rajkumar

Campaign details

Brand owner: FordAgency: primary: WPP – Global Team Ford; support: JWT, Wunderman, MindshareBrand: Ford EcoSportCountry: India

Executive summary

This is a story about Ford placing a huge bet on communicating about a product before its launch –through the biggest social-media campaign/experiential initiative ever created in India's automotive industry, and winning handsomely.

Historically, the Sports Utility Vehicle (SUV) segment was a niche category, accessible to only a few who could afford the hefty price tag. But the aspiration to own an SUV is harboured by many...

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