Ford is all set to launch its game changing compact sedan Figo Aspire later this year. The American automaker aims to redefine the compact sedan segment with its new design, craftsmanship, safety features and an array of smart technologies to cater to the young and enterprising Indian.
The brand has kickstarted a pre-launch campaign spanning both online and on-ground engagement, called “What Drives You?” The aim is to discover the aspirations driving modern India, much like the new Ford Figo Aspire that reflects the needs of the young consumer. And to discover what young India aspires for, Ford has roped in the very versatile actor, singer and director, Farhan Akhtar.
The 10-week long campaign led by Farhan asks people to share the goals, dreams, and aspirations that drive them to Go Further every day. People can participate as well as experience the Figo Aspire through the roadshows and mall activations planned across 25 cities. One lucky winner will drive home the new sedan while select participants stand a chance to win Rs. 1 lakh each to help achieve their aspirations.
What Drives You?
On the digital front, a ‘What Drives You’ website has been created for the campaign. It will serve as a platform for enterprising Indians and their inspirational stories. As a trigger to users’ stories, ‘What Drives You’ has brought forth the journey of a few aspirants who became achievers through their persistent efforts and can-do attitude. Drive-by interviews with Farhan Akhtar showcase the stories of Phanindra Sama, Co-founder & CEO, RedBus.in, Rajat Tuli and Rahul Anand, Co-founders, Happilyunmarried.com, Indrani Medhi, Researcher, Microsoft Research India and Lakshmi Pratury, Curator, INK.
Here’s Farhan on a drive-by interview with Phanindra Sama who founded Redbus.in, the online bus booking site. The duo talk about what drove Phanindra to start Redbus and ends with Farhan inviting the viewer to share their own story.
All the stories have been compiled into a YouTube playlist and are also available on the campaign website. Viewers can share their stories through the site. User stories have been displayed alongside positive attributes like Ambition, Passion, Inventiveness, Adventure, to add to the types of passion people are driven by. Stories can be shared on Twitter, Facebook or Google Plus.
The website gives more information about the Figo Aspire and provides a way for interested consumers to be informed about the launch via email.
The Ford India social media properties have been put to good use to spread the word. #WhatDrivesYou has been driving the social conversations on Facebook and Twitter, while driving people to the campaign website. The buzz started with a teaser video and then a complete video featuring Farhan introducing the campaign.
This has been followed with posts and tweets sharing the videos and inviting people to share their stories.
— Ford India (@FordIndia) May 6, 2015
— Ford India (@FordIndia) May 5, 2015
Focused. Objective-Driven. Aspirational
As celebrity photographer Atul Kasbekar puts it: “In all the mediocre advertising out there, here’s a breath of fresh air!”, the Ford Figo Aspire ‘What Drives You’ campaign is indeed a fresh take on a car pre-launch. It is great to see a motivated actor like Farhan Akhtar anchoring the stories, and bringing forth stories of achievers driven by various aspects like social cause, creativity, and more. While the Happily Unmarried duo started up because they were driven by fun, Phanindra Sama’s love for technology saw him build a breakthrough solution for bus travel in India.
By celebrating these achievers driven by passion, ‘What Drives You’ has managed to establish the Ford Figo Aspire as a car for the aspirational go-getter Indian. Besides, the campaign has been designed for maximum buzz on both online and on-ground engagement. Gratifying achievers with prize money to fulfill their passion and having the car itself as the grand prize, further encourages participation and helps build brand affinity.
Users’ stories of passion have been weaved around strong and positive qualities like ambition, accomplishment, challenge, creativity, etc., thereby building positive sentiments for #WhatDrivesYou on social media and a positive aura for the new Ford Figo Aspire.