Launching its new innovative campaign "The Fiesta Experience" today, Ford India brought real people and their experiences to the forefront. By focusing directly on engagement of real people and their experiences, Ford India has ventured to build an instant connect with the audience in this novel campaign. Bringing a whole new feel to consumer advertising, "The Fiesta Experience," showcases four real people exploring and experiencing the product differentiators in the All-New Fiesta, which has features not found even in luxury cars in higher segments.
The campaign also takes the All-New global Fiesta across other channels after using digital as the lead-in medium for the launch. Commenting on the strategy, Nigel E Wark, executive director, Sales and Marketing for Ford India said, “We wanted to adopt an innovative approach with the All-New global Fiesta launch in India. By putting the customer at the heart of all our activities, the new Fiesta Experience campaign dials this up further with 'real people' and their 'real experiences".
“The All-New global Fiesta is packed with best-in-class and first-In-class features that are far ahead of the competition in its own segment, putting the Fiesta on par with or even ahead of cars in the segment above it. Much like its features, the real life characteristics of the advertising will not only stand distinct from the usual clutter but also add credibility to its appeal.” Wark added.
Designed around the All-New global Ford Fiesta, the campaign commercials highlight differentiators about the product through the experiences of four young and real people– interesting, articulate participants who got the opportunity to get behind the wheel in an amazing drive and have shared their candid impressions using social platforms such as Facebook, YouTube and Twitter.
Coming from different walks of life, the four participants featured in the campaign–Vikram Aditya Singh (Video Journalist), Monica Joon (Professional Sportsperson),Shruti Sharma (Travel Writer) and Archit Rakheja (Adventure Consultant)– were chosen to tell the story for being good conversationalists and their affinity to the target audience.
