What Drives You Campaign for Ford Figo — Case Study

The “What Drives You” Campaign’s Objectives

The social media campaign “What Drives You” for the brand Ford India had following objectives:

• To promote the launch of the new Ford Figo Aspire.
• To connect the car among the users that reflects the needs of the young consumers.
• To create a rapport of the brand in the market and engage users with the brand.
• To recruit new users for the brand and reposition the brand on the top among its competitors in the market.

Strategy of the Campaign:

• The core idea of the campaign was to discover discover the aspirations driving modern India, to showcase the new Ford Figo Aspire as a car that reflects the needs of the young consumer.
• The brand ambassador Farkhan Akhtar was roped in to discover these aspirations and promote the brand.
• ‘What Drives You’ website had been created for the campaign. It served as a platform for enterprising Indians and their inspirational stories.
• A lot of videos/conversations were uploaded featuring Drive-by interviews with Farhan Akhtar. It showcased the stories of Phanindra Sama, Co-founder & CEO, RedBus.in, Rajat Tuli and Rahul Anand, Co-founders of Happilyunmarried.com, Indrani Medhi, Researcher at Microsoft Research India and Lakshmi Pratury, Curator, INK.
• Across the social media, the buzz was created for the launch of the car with a teaser video of Farhan Akhtar introducing the campaign.
• People across the country were invited to share their success stories and aspirations. One lucky winner would drive home the new sedan while selected participants stand a chance to win Rs. 1 lakh each to help achieve their aspirations.

Key Messages of the Campaign:

• Rahul &Rajat @happlyunmarried are driven by creativity & fun. Tell us #WhatDrivesYou –>
• Innovation drives Indrani. Tell us #WhatDrivesYou& get a chance to win the Figo Aspire –>

Results of the Campaign:

The results of Ford’s social media campaign #WhatDrivesYou were:

• People engaged with the brand and participated in huge numbers.
• The brand was able to create a new look for itself. Users got engaged with the new tagline and enjoyed the conversations across the social media platforms.
• The tweets in the campaign have got a good response with more people commenting and re tweeting them.
• The brand was able to create a buzz for the campaign as well as the brand.

What worked in the Campaign:

After analyzing the complete case study of the social media campaign #WhatDrivesYou, here are the following key points which we felt worked very well for the campaign.

• The idea of discovering aspirations of people and relating the same with a car worked out well for Ford in terms of engagement of users across the social media platforms and creating buzz around the product.
• The website gave the users a platform for getting the complete information about the campaign as well as the car.
• The gratification of Rs 1 lakh also acted as a bait for the people across the social media platforms to participate in the campaign.

Originally published at flotapepost.com.