This Monday, Ford India announced a limited Figo “Celebration Edition’ to celebrate its most awarded car, Ford Figo, turning three this March. The limited “Celebration Edition” will sport enhanced features and signature badging accentuating Figo’s contemporary looks and appeal, amplifying its value proposition and creating a smart choice for new customers. But, what stands out in the celebration edition is that Ford has co-created these with the help of Figo owners and ace fashion designer duo Shantanu and Nikhil.
A design workshop called the Ford ‘Design Shack’ engaged three couples who owned the Figo since two years, along with the designer duo Shantanu and Nikhil and an illustrator. The chosen ones then went on give their feedback and mentored by the designer duo, eventually co-created the Figo Celebration Edition. Here is a video documenting the events at the design shack.
You can savour more videos on the specially designed Facebook application ‘Ford Celebrations’ at the Ford India Facebook page. The livestreaming of the launch, things that happened at the design shack and a behind-the-scenes too.
Buzz creation on social media
The social networks of Ford India had been building up the story prior to the launch. Content shared on Facebook revolved around teaser videos featuring the customers talking about their experience. And the final revelation on Facebook coincided with the launch day. The Twitter handle was tweeting regularly throughout the live webcast with #Figo3. Viewers were asked to tweet their questions with the hashtag.
Ford has been known for its customer driven initiatives, and its philosophy of real people and real experiences is only emphasized with the design shack. Taking feedback from customers through a dedicated platform is one thing but bringing your old customers on board and taking in their valuable suggestions, to help design your car is an altogether different league in customer oriented marketing. To add to that, social media has been cleverly integrated too.