Official – Ford India commence EcoSport marketing initiatives; Contest for winning an EcoSport goes live

Posted on: Mar 1, 2013 - 11:57am IST

Ford India have today (a day after the budget was announced) started a marketing initiative for the much awaited EcoSport.

Ford EcoSport urban discoveries

This definitely hints that the launch is just around the corner and definitely brings some form of respite for the huge fan following the EcoSport has garnered since it debuted in India as a concept car last year.

Here is exactly what Ford says:

“Ford Empowers the People of India to Set the Stage for EcoSport launch with EcoSport Urban Discoveries Campaign”

More about the initiative itself:

  • The EcoSport Urban Discoveries is something like showing off something exclusive to your city – From what we see it can be something like a landmark, quirky eateries, monuments, etc.  Ford claims that it is the ‘single largest product pre-launch campaign in India’
  • Over 100 consumers get to drive and experience the EcoSport ahead of its official market launch.
  • Dedicated website set up for the initiative. Head over to www.ecosportdiscoveries.co.in to check it out.

How it is going to take place:

The EcoSport Urban Discoveries will be executed in two phases divided by consumer activation roadshows across 12 key cities – New Delhi (including NCR), Mumbai (including Navi Mumbai), Bengaluru, Chandigarh, Kochi, Ludhiana, Chennai, Jaipur, Hyderabad, Ahmedabad, Pune and Kolkata to cover North, South, East and West regions. These roadshows will feature modular interactive zones that will be set up in high-footfall malls in each city to offer potential customers a touch and feel experience of the product and its features.

How it is going to be judged:

Participants need to hold Indian citizenship and reside in any of the aforementioned 12 cities. They will ‘discover’ a place or places which are unique, uncommon and interesting in their respective cities, upload them on www.ecosportdiscoveries.co.in with descriptions and finally share them with their families, friends and social communities. This ‘urban discoveries’ will then be evaluated by a neutral jury basis following or votes, quality of content uploaded. This will govern the selection of 35 best entrants for the second phase of the campaign. A finite duration will contain the posting of ‘urban discoveries’ on the online platform.

The second phase will allow each of the 35 selected participants to add two more members to form their team of three. Each of these teams will get the key to their Ford EcoSport that will help them in their quest for urban discoveries, in their respective cities. These real experiences in the EcoSport will be captured in videos and will run on the online platform.

The teams will continue gathering followers in order to remain in the consideration of finally winning the grand prize. The leader of the team who gathers maximum followers, stimulates and engages them in best possible way to amplify their urban discoveries, wins and drives home an EcoSport and his or her team members will win international holiday packages. Ten lucky followers of the winning team will win iPads.

The reward ceremony will be hosted and aired on a special episode on a General Entertainment Channel.

Vinay Piparsania, executive director of Marketing, Sales and Service for Ford India said- “We at Ford believe that real people and their real experiences truly bring the best out in our products. This has inspired us to empower the people of India to set the stage for EcoSport’s launch in the country. EcoSport Urban Discoveries will give over a hundred customers, the opportunity to drive and experience our exciting Ford EcoSport ahead of its market launch. This campaign will help us go further in engaging with our customers and educating them about our upcoming big product.”

You can check out a brief video here:

[can’t see the video above? Head over to Youtube]

Are you excited yet?

Next would you like to read more about the or more about Ford?

10 thoughts on “Official – Ford India commence EcoSport marketing initiatives; Contest for winning an EcoSport goes live

  1. sandy says:

    not great news guys. under the T&C of the website, the application for the contest closes on 31 Mar. Further, the contest runs until 30 June. I dont think that the launch is anytime before May. Looks like it will in all probability happen in June.

    Reply
  2. vishal says:

    issues on website, I dont see my entries in my account.
    how do i ask my friends to vote my discovery.
    While adding discovery I can see count increasing.. but i dont see my entries anywhere…

    Reply
  3. Ram Bhutani says:

    I am eagerly waiting for Ecosport because it looks like mini BMW X6 & i am driving Ford Ikon Flair since several years,great mileage,great comfort,great road presence.
    I have avoided purchasing Duster,Scopio & Safari,because when they demonstrated their vehicle in auo expo’12,i made up my mind to urchase it 🙂

    Reply
  4. Rajesh jain says:

    This is the mail I got today it shows that ecosport is ready to be launched

    Dear Rajesh,

    Participate in the EcoSport Urban Discoveries and you could be among the first 100 people to drive the new Ford EcoSport.

    What’s more, you could even Win an EcoSport*!

    To participate, log on to
    http://www.ecosportdiscoveries.co.in

    Share

    Follow EcoSport

    *Terms and conditions apply.
    You may unsubscribe from this mailing list at any time.
    To ensure that you continue receiving our emails, please add us to your address book or safe list. Ford India Pvt Ltd. 3rd Floor, Building No.10, Tower C. DLF Phase II, Gurgaon-122002
    Copyright 2011 Ford India Pvt Ltd. All Rights Reserved. Privacy & Disclaimer

    Reply
  5. I avoid contests in which I’ll have to promote the brand for free in the name of securing votes… Quantity rules quality in such contests.

    Last year they ran a campaign called Ecosport photoshoot or something similar and abandoned it suddenly.

    Reply
  6. Dizzyingdreamer says:

    Really are they planning to launch the EcoSport or only interested in playing games.

    Reply
    1. Milind says:

      Despite of having a good product, FORD will start (of course… when they start) on a slippery wicket due to their slow – delayed speed to market… Learn a lesson or two from RENAULT!

      Reply

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Anjan
Anjan Ravi

I'm a true-blooded petrolhead. Hope you enjoy our news stories, launch coverages, motorshow coverages and test drive reports.