Celebration is on: The story behind The 2nd Birthday Invitation of Ford Figo viral videos hit
Campaign: Birthday invitation Videos Campaign
Client : Ford
Duration: 2 week
Summary: India´s most-acclaimed premium hatchback from the American car maker, Ford was celebrating Ford Figo´s second birthday in India. To mark this occasion, the company initiated a 360-degree campaign across 230 outlets in the country all through March, 2012
The program involved its highly active social platform where it invites Ford Figo customers and fans to take part in the festivities and know about the car´s success story.
As a part of the 360-degree campaign and in order to involve more social media, the company made 4 animated video clips in different styles, inviting consumers to come and join the celebrations at Ford dealerships across the country.
Video Seeding & Outreach
The Brand Saloon a premier Online Marketing Company and Video Seeding Specialist was faced with the challenge of promoting the Ford videos and spreading Ford Figo´s birthday invitation in a relevant and entertaining way.
The videos were difficult to promote as it were in Local Languages (Hindi & South Indian).
TBS methodology consisted of three main phases:
TBS researched and targeted media in the following verticals: Automobiles, Urban Lifestyle, Humor/General Entertainment, News Outlets and Bollywood , reaching out to trusted site editors and influential bloggers to begin momentum around the campaign.
Creative messaging specific to each niche.
As the video gained momentum from the initial push to niche media, TBS leveraged the growing Interest and broadened outreach to mainstream outlets, gaining the attention of top-tier sites, blogs, forums, and online social networks through creative, compelling messaging and key placement, bringing the videos to the attention of thousands of viewers.
Result : "TBS has successfully achieved the target, but perhaps most important of all, viewers liking for the videos transformed into passion about the brand, creating an emotional connection that would last well beyond the life span of the campaign."