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...