Ford Figo wanted to make its print ads more interactive and measurable. It added unique codes to its ads that could be scanned by a custom "intARact" browser. This browser delivered engaging brand content like TV ads to users' phones. Over 43,000 users interacted with the ads, providing a deeper engagement with the brand that was measurable. It was an innovative way to combine traditional print media with digital interactivity and measurement of brand interactions.

1. Ford Figo’s intARact-ive Print Ad

2. 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

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

4. 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

5. 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

6. 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

7. • 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.
• Campaign witnessed 43000+ unique user
interactions, which gave a deeper engagement in
consumers mind
Scale of Execution and Results

8. 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

9. Thank you

10. Thank you