Ford Figo intARact-ive Print campaign

Ford Figo’s intARact-ive Print Ad

Marketing Challenge
To provide an innovative edge to their Brand communication
The brand wanted to adopt a tool that also provided them measurability as it was not possible to track brand engagements through print campaigns

Marketing Objective
To convert the static press ad into an interactive piece of communication also provide measurement for brand engagement

Situation Analysis
The brand majorly leveraged Print media for its communication
Print campaign did not create engagement with the consumers
Lack of interactivity
Lack of a tool that measured Brand communication

Our Solution
All the print ads from brand were made to carry unique codes
Exclusive “intARact” browser from TELiBrahma was designed to recognize different codes used in the press ads
Each codes on scanning would deliver relevant content to users mobile phone
Users had to text <CODE> to a short code mentioned in the press ad to download the intARact browser
Latest TVC from the brand was delivered when the user activated the browser & scanned the code
Rich & Relevant engaging content included information regarding test drives

Ford Figo - Print Ad Unique Code To experience Figo on your mobile: Download the application from the http://blufi.mobi/fordfigo and Scan the code Demo: http://www.blufi.mobi/demo/fordfigo.swf

The AR experience of the Ad gave a curiosity to the print ad enabling users to get television experience on their mobile phone
This ad was well accepted across print campaign including regional papers, BTL activates etc.
Each regional ad used to give more than 3000 unique user interactions, which gave a deeper engagement in consumers mind
Scale of Execution and Results

Uniqueness of the Solution
First time a static print ad was converted into an interactive piece of communication
Provided a whole new experience to the user in an engaging way
Brand communication was made more personal to consumers by making it available on their personal device, mobile
An integration with Traditional media to provide interactivity to users
New way to measure Brand engagement

Thank you

Ford Figo intARact-ive Print campaign

by TELiBrahma Convergent Communications. Pvt. Ltd. on Oct 27, 2010

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Ford Figo intARact-ive Print campaign — Presentation Transcript