Ford India was established in 1995 and manufactures vehicles in India. It launched the Ford Figo and Endeavour targeting the Indian market. Ford invested in print media but found it lacked interactivity. It augmented print ads to provide engaging mobile content like videos to users, creating a more personal experience. This witnessed over 48,000 interactions and 80% of users accessed additional information. It was the first time static ads were converted into interactive engagement generating more value and deeper audience connections.

1. Case Study _Ford India
BACKGROUND
Ford India was established in 1995 is a global automotive industry leader. Ford India
manufacturers and distributes automobiles and engines made at its modern integrated
manufacturing facilities.
Ford launched their new car ‘Ford Figo’ built for the Indian market which was positioned as
being a value-for-money vehicle. The other new entrant to the Ford family was the Ford
Endeavour, the popular all-terrain sports utility vehicle offered distinct class and safety
features for their adventurous customers.
OBJECTIVE
Ford focuses on developing vehicles that deliver exceptional value to their customers across
global markets. Being one of the top car makers in India, the brand majorly invested on
print media to achieve equally exceptional connect with their target audience. Though print
ensured reach, the medium failed to create engagements with the readers resulting in a
lack of interactivity. The challenge was to provide an innovative edge to their brand
communication by converting the static press ads into an interactive piece of
communication. The brand also looked at adopting a tool that also provided them
measurability of brand engagements through print campaigns.
SOLUTION
The print ads from FORD were augmented to deliver rich & relevant engaging content onto
readers’ mobile phones. The content included latest TVC from the brand and information
regarding test drives. Augmentation of the ads created an experience of the television
through print media. Brand communication was made more personal to consumers by
making it available on their personal device, mobile. The activity was well accepted across
print campaign including regional papers, BTL activities etc.
The engagement possibility that mobile offered witnessed a great user acceptance and the
activity was extended with other brands of FORD. Similar engagements were integrated
with multiple campaigns from Ford FIGO and ENDEVOUR.
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2. Case Study _Ford India
RESULTS
 Campaigns witnessed over 48000 unique user interactions
 80% of the total users access the WAP link for additional information
HIGHLIGHTS
 First time a static print ad was converted into an interactive piece of communication
generating more value to it and creating deeper engagement with their target
audience
 The campaign provided a whole new experience to the user in an engaging way
 The solution was perceived as a new way to measure Brand engagements through
traditional media
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