The document provides an overview of Ford's pre-launch media strategy for the Ford Figo Aspire in India. The strategy involved a three-phase digital campaign across multiple platforms like search, display, video, social media and automotive portals. Key aspects included defining objectives, target audiences and inventory for each phase. Outcomes like impressions, clicks, and video views were tracked. The performance of digital vendors was also analyzed based on fill rates to optimize the campaign. In conclusion, the overall pre-launch campaign for the Ford Figo Aspire in India was deemed a success based on meeting objectives.

1. 1
FORD FIGO ASPIRE
(B562 4 Door)
Pre-Launch Media Strategy
Presented By:
ASHISH CHAKRABORTY
MBA (G)
WINTER BATCH
IV SEM

2. 2
Brief Overview
This presentation will take you through the
following topics:
• Company History
• Client History
• Media Planning
• Campaign Overview (Digital Media)
• Activities done at Blue Hive
• Campaign Outcome
• Conclusion

3. 3
• Established by, and made up of, experts from some of WPP’s best-
known industry specialists (Ogilvy, Wunderman and Mindshare).
• Has gained independent status recently.
• Presence across the globe.
• Works primarily on campaigns for founding client Ford Motor
Company.
• Created to increase co-ordination and synergies amongst Ford's
WPP agencies
• Handles all aspects of Ford's marketing, including DM, CRM and
Media planning.

4. 4
• Founded by Henry Ford and incorporated on June 16,1903.
• American multinational automaker headquartered in Dearborn, Michigan
• Key people are William C. Ford Jr. ( Executive Chairman) and Mark Field
(President & CEO).
• Ford is the second-largest U.S.-based automaker (preceded by General
Motors) and the fifth-largest in the world based on 2014 vehicle sales.
• Owns Brazilian SUV manufacturer, Troller, and Australian performance car
manufacturer FPV. Has 2.1% stake in Mazda of Japan, an 8% stake
in Aston Martin of the United Kingdom, and a 49% stake in Jiangling of
China.
• Has a number of joint-ventures, two in China (Changan Ford
Mazda and Ford Lio Ho), and one in Thailand (AutoAlliance Thailand), one
in Turkey (Ford Otosan), and one in Russia (Ford Sollers)
• Models in India are Endeavour, Classic, Fiesta ,EcoSport and Figo.
Launching Figo Aspire in mid August, 2015
• Total no. of employees is 187,000 as of 2014

5. 5
Media
Planning
The design of a strategy that
shows how
investments in advertising time
and space will contribute to the
achievement of
marketing objectives.

6. 6
Media Brief
Media planners require essential information from the
client.
• Market Profile
• Competitor Media Strategy
• Target Market Profile
• Media Objectives
• Budget

7. 7
Media Planning Process
Advertising Strategy
Advertising
Objectives
Advertising
Budget
Message
Strategy
Media
Strategy
Media Strategy
• Target Audience
Selection
• Objective Specification
• Media and Vehicle
• Media Buying
Marketing
Strategy

8. 8
Media Plan
“A document outlining how a client’s budget will
be spent.”
Media Objectives
Media Strategies
Media Execution

9. 9
Objectives
The main objectives of the campaign are as follows:
• To spread the WDY contest among the masses.
• To encourage more people to participate.
• To attract quality traffic to the site and reduce the bounce rate.
• To maintain a healthy fill rate for the Pre-Launch campaign
• To analyze vendor’s performance
• To increase the KMI and IFC.

10. 10

11. 11
Pre-Launch
Strategy-Digital
(By Ford)

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ROLE OF MEDIA AT EACH STAGE OF CAMPAIGN
• Digital : June onwards we will have a always on presence over Search (Google and Yahoo) and Auto Portals – Top 3
competition pages (Amaze, Dzire and Xcent) to target in market buyers, and people searching for us and
competition
• Digital :
• Presence on Auto Portals top 2 (Car Dekho and Car Wale) on Top 3 competition pages (Amaze, Dzire and
Xcent) which is targeted towards in-market buyers and people looking for our competition.
• Presence on High Impact properties – YouTube, Facebook and Yahoo
Always On – June till December
1
Pre-Sale
2
Launch
3
• Digital :
• In-market buyers – Presence on Auto Portals and Behavioral targeting through Networks
• High Impact – Presence across Facebook, Yahoo, YouTube and more to have a maximum reach for the
launch communication
• Video – Presence on YouTube and Video Ad networks with innovative formats to take the feature videos
and TVC

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DIGITAL PLANS:
PLAN COST: Rs. 3.00 Cr
PHASE INVENTORY TYPE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Launch + 90 Days
Display and Mobile -
Sustainment
Videos
Drive traffic to the
IFC and encourage
increase KMI
YouTube and Video Ad
Networks
X
X X
All Major sites X
Auto Portals
Cardekho, Carwale, Gaadi
and CarTrade
X X X
YouTube, Facebook, MSN,
Rediff and Yahoo
X
X X X X X
SITESCAMPAIGN
Search Google and Yahoo
Display and Mobile -
High Impact
PRE-SALE
Auto Portals
Drive traffic to the
IFC and encourage
increase KMI
Cardekho, Carwale, Gaadi
and CarTrade
X
X X
X
Search
Display - High Impact
X X X XGoogle and Yahoo
YouTube, Facebook and
Yahoo

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Overall Plan Summary – Spends – 3 crores
Phase Spends % Spends (in lacs)
Pre-Sale 22% 59
Launch 47% 124
90 Days 31% 84
Mediums
Display 57% 151
Mobile 5% 14
Search 22% 60
Video 6% 15
Social 10% 27
Impact vs Sustianment
High Impact 35% 93
Sustainment 65% 174
Auto vs Non Auto
Auto 27% 72
Non Auto 73% 195

15. 15
Campaign
Overview

16. The whole campaign is divided
into 3 sections:
• What Drives You (WDY)
Ford Figo Aspire Pre-Launch Campaign
16

17. •Rewards
The whole rewarding process is
divided into further 3 segments :
L1 winners: 1 winner per week for a
span of 8 weeks.
L2 winners: 3 winners per week for
a span of 8 weeks.
L3 winners: 3 winners per week for
a span of 8 weeks
17

18. • IFC (http://www.india.ford.com/)
18

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Activities done at
Blue Hive

20. 20
Report Preparation
Main task was to :
•Prepare final report
•Assessing vendors performance based on the following criteria
Fill rate Engagement
Status
Less than 2% Poor
3-5 % Average
5% or more Outstanding

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• The impressions, clicks and spends were taken from the publishers report as secondary data
• The Visits, KMI, IFC and Submission numbers were taken from Blue Hive’s dashboard as primary data.
Ford Figo Aspire Pre-Launch Campaign Report

22. 22
Estimate Sheet 2015 Preparation for
EcoSport & Figo Aspire
Basic Parts of an Estimate Sheet are :
• Plan ( made by Blue Hive)
• E-Tracker ( given by FORD) &,
• RO ( Release Order), given to the vendors / publishers.

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Estimate Sheet 2015
23

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Campaign’s Major
Outcomes

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Social Media
Metrics Total Achieved
Reach 2,264,777
Impressions 2,851,655
Video Views 281,613
Photo Views 7,225
Visits 1,244
Submission 271
2,851,655
2,264,777
281,613
7,225
1,244
271
- 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
Impressions
Reach
Video Views
Photo Views
Vists
Submission
Facebook

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Metrics Total Achieved
Impressions 908,418
Engagement 9,242
Video Views 2,160
Visits 463
Submission 134
908,418
9,242
2,160
463
134
- 200,000 400,000 600,000 800,000 1,000,000
Impressions
Engagement
Video Views
Visits
Submission
Twitter

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Campaign’s Overall
Performance

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Ford Figo Aspire Pre-Launch Campaign Performance ( In Millions)
Impressions 266.75
Clicks 1.24
Visit to Website 0.39
Video Views 2.09
266.75
1.24
0.39
2.09
- 50.00 100.00 150.00 200.00 250.00 300.00
Impressions
Clicks
Visit to Website
Video Views
Campaign Performance (In Millions)

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Conclusion

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After comparing the reports of the vendors with that of set benchmarks, decision were taken
whether to pause the campaign or to continue with it. The main objective was to find if there were
vendors who are not performing through analyzing fill rate from their portals.
Some of the non performing vendors who have been paused are :
• Affinity
• Outbrain
• Xaxis
• India.com
• Saavn
• Fork Media &,
• Yourstory
Therefore, it can be concluded that fill rate from the vendors portals play a major role in deciding
the success of the campaign. Till date the overall campaign is a success.

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Thank You