Ford EcoSport: Urban Discoveries

Antony Rajkumar

Campaign details

Brand owner: Ford
Agency: primary: WPP – Global Team Ford; support: JWT, Wunderman, Mindshare
Brand: Ford EcoSport
Country: 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 average Indians, as such a car has the potential to boost prestige and deliver status.

Taking cognizance of this latent need, Ford introduced the Ford EcoSport (global debut) at the Delhi Auto Show in 2012, hinting at a 2013 launch. The belief was that EcoSport would be the first small SUV in the market, claiming leadership and staking claim to the high demand 'white space' opportunity. This segment is expected to deliver volumes and grow 400% by 2015 (Ford forecast, 2015).